Here is a case of too much hype and not enough detail behind a new product. The unveiling of the fuel cell was done on 60 Minutes in a breathless presentation then a press conference later in California where a senator and the governor showed up. The only problem with the scenario is that few performance statistics have been published about the system and already skeptics are saying it isn’t as good as it is supposed to be. The only way to stop the boo-birds would be to reveal the facts of the system, especially its cost-benefit.

I’ve seen this scenario before. It comes from letting an inventor-entrepreneur and venture capitalist become too enthusiastic. Remember the Segway debut? That too was touted as a new form of transportation destined to change the world. It hasn’t yet.

There are times when the best PR counsel is to tell entrepreneurs and moneymen to lower their voices. This is one.

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