Companies in tech industries (and indeed in any B2B industry) need to lead with personality before product. The impact you make in the industry – as people, with personality, trust and connection – is what will permeate the industry’s collective consciousness.

Humour, intelligence, showmanship: these elements catch the attention of customers directly. Just as importantly, these are the forces that shape industry opinion and direction as a whole – the press, industry bodies, veteran experts, etc.