State-of-the-art marketing in the NDT industry, colorized (2020)

The year is 2020. The marketing behind NDT (non-destructive testing) products, both for hardware and for software, continues to be either:

1. predominantly specs-focused and jargon-heavy, and with little connection to equipment buyers and users, instead of benefits-led or differentiation-enhancing, or

2. self-important navel-gazing brand-building concept-pitching minimum-viable-product-peddling own-fart-smelling drivel with scant relation to jobs-to-be-done in reality.

There are more opportunities in improving the path to the customer for those products/companies, than improving the products themselves.

The industry for NDT equipment today is, still, an industry with too many players with too unclear a product offering, and too many undifferentiated products spanning all the way from the 1980s to the 2020s in concept.

Too much jargon and brand-specific made-up words for otherwise technologically-bland functionality, too.

A terribly inefficient market, and ripe for disruption, just as observed in the past 2-3 years.