A business lesson that's still relevant to-day from Ed Ting:
Meade Instruments began in the early 1970's as a modest company selling replacement parts for ATMs. Complete telescopes followed in the latter part of the decade. Meade's growth came slowly and steadily at first. But then, sometime around 1980, Meade experienced explosive growth with the introduction of their 2080 series of Schmidt Cassegrain telescopes. Finally, amateurs had a serious and economical alternative to the Celestron scopes. ...
In many ways, the advertising strategies of the two companies at the time were quite revealing -- they were almost diametrically opposed to one another. Meade's ads, done in a classy black and white, showed studious, somewhat nerdy men, wearing white lab coats and thick glasses. Meade obviously took their products very seriously, and their literature reflected this, often approaching the level of fine art.
In contrast, Celestron took a more traditional approach, showing pretty women (some in dresses and high heels) posing provocatively at the eyepiece. Most of them looked as if they had never been anywhere near an astronomical telescope before that morning's photo shoot. Many astronomers I've talked to still resent these ads today. "I'm insulted", is a typical comment. What they were silently saying was "I'm buying a Meade -- they respect my hobby."