Sure, you can become a reporter’s friend by steering them to new resources, trends, and information. But don’t feel obligated to point out all opposing points of view, or to lead them to those who may dispute you. Who needs that?

Remember…. becoming buddies with press is a good thing – but our ultimate goal is to attract prospects and clients.

To avoid these pitfalls, practice your answers to questions you expect before interview. Whether it’s on- or off-camera, your interview has no “do-overs.” So make your mistakes while practicing for it.

But for me, with my limited knowledge of software and reservoir simulation, glasses were thing. They transformed an idea into reality; well, virtual reality at least.

If they choose to do so, they can use glasses to bridge divide between tangibility and intangibility. Obviously, they can't print or display views, as they do with other visualization software, but they can show glasses.

For those of us old enough to remember 3-D movies of 1950s, connection jumps out at us (literally and figuratively). Or, you may recall video game goggles that appeared at various times in past decade. Whatever our experience, glasses should trigger curiosity about altered reality we find by wearing them.

In this case, glasses become a proxy for software program. The glasses aren't program, but they convey its essence quickly and effectively. It allows prospective customers or clients to grasp significance of an intangible product.

So, real products can help us effectively communicate essence of an intangible experience. Next time you're browsing through a department store or mall, look at products on display through new eyes. Look at them as prospective tools for demonstrating essence of your intangible product or service.

In summary, one thing can be a proxy for another thing, allowing us to convey essence of an intangible through something others can touch or see.