2D Is Against My Religion with Michal Gula
Jun 26, 2026 · 1 hr 48 min · 21 segments
Zlata Karpushina, Go-To-Market Strategist from @FJDynamics\_Official FJ Dynamics joins Michal to challenge the “one-button SLAM…
Zlata KarpushinaGuest
Mehdi BoroumandGuest
Michal GulaHost
But, you know, I think one-click promise, yes, it definitely creates shock value.

And that's why it's makes it so hype, but it is one of the most dangerous promises in technology because it affects one of the most important parts of marketing, expectation management.

Philip Kotler explained customer satisfaction through the relationship between expectations and perceived performance.

So, if the product performs below expectations, the customer is dissatisfied.

So, basically, in marketing, I think the easiest and the most dangerous thing to do is to overprice and overpromise.

Ideally, what we marketers need to do, we need to underpromise and leave our customers delighted.

That's very interesting what you're saying, because I actually heard a similar story regarding the burgers, right? When you come to the restaurant and you usually have those pictures of the burger.

And the case is that if the client looks at the picture and something else is delivered and it doesn't really matter whether it's better or worse, it's something different that they expect.

And that's something that is causing the problem in their head, in the head of the customer, right? So I think you are referring to something similar that you should always keep in relation to what you are promising with what they are actually getting, right?

Because, I mean, otherwise, actually, you are hurting the brand and your product marketing, not contributing to it.

You know, like another good example is a lot of people right now, they want to buy an action camera because they see a lot of beautiful videos on the internet that was shot by influencers.

And subconsciously they think, if I buy this hardware, if I buy this action camera, I will be able to shoot something like that.

But the camera, yeah, it can help you capture and stabilize, but it actually can't improve the workflow that doesn't exist.

It cannot automatically give you storytelling, composition, editing skills, a content strategy, and the discipline to actually produce consistently.

So I think actually when the expectation is wrong, even a good product can create customer disappointment.

So it's extremely important when it comes to SLAM scanning because it can't basically help you to optimize the workflow that doesn't exist or if you're not proficient with this workflow.

And of course, you know, like in real projects, it is not that simple and SLAM performance depends on the environment, the capture route, the operator, the sensor combination and the processing workflows.

So, I mean, for example, if you have long corridors, repetitive spaces, glass, reflective surfaces, right? Open areas and like poor capture methods, it can still create drift and misalignment.

But, you know, I think one-click promise, yes, it definitely creates shock value.

And that's why it's makes it so hype, but it is one of the most dangerous promises in technology because it affects one of the most important parts of marketing, expectation management.

Philip Kotler explained customer satisfaction through the relationship between expectations and perceived performance.

So, if the product performs below expectations, the customer is dissatisfied.

So, basically, in marketing, I think the easiest and the most dangerous thing to do is to overprice and overpromise.

Ideally, what we marketers need to do, we need to underpromise and leave our customers delighted.

That's very interesting what you're saying, because I actually heard a similar story regarding the burgers, right? When you come to the restaurant and you usually have those pictures of the burger.

And the case is that if the client looks at the picture and something else is delivered and it doesn't really matter whether it's better or worse, it's something different that they expect.

And that's something that is causing the problem in their head, in the head of the customer, right? So I think you are referring to something similar that you should always keep in relation to what you are promising with what they are actually getting, right?

Because, I mean, otherwise, actually, you are hurting the brand and your product marketing, not contributing to it.

You know, like another good example is a lot of people right now, they want to buy an action camera because they see a lot of beautiful videos on the internet that was shot by influencers.

And subconsciously they think, if I buy this hardware, if I buy this action camera, I will be able to shoot something like that.

But the camera, yeah, it can help you capture and stabilize, but it actually can't improve the workflow that doesn't exist.

It cannot automatically give you storytelling, composition, editing skills, a content strategy, and the discipline to actually produce consistently.

So I think actually when the expectation is wrong, even a good product can create customer disappointment.

So it's extremely important when it comes to SLAM scanning because it can't basically help you to optimize the workflow that doesn't exist or if you're not proficient with this workflow.

And of course, you know, like in real projects, it is not that simple and SLAM performance depends on the environment, the capture route, the operator, the sensor combination and the processing workflows.

So, I mean, for example, if you have long corridors, repetitive spaces, glass, reflective surfaces, right? Open areas and like poor capture methods, it can still create drift and misalignment.
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