Here’s a way of looking at things; when selling a product, there are two routes to market:
- Develop a product, then go out and try to find a market to buy it
- Develop a market, then try to find products to sell to them
The first route is straight–forward.
It’s linear; it seems clear enough.
It’s also potentially very narrow and may well lead to a dead–end; what if the market doesn’t want what you’ve built?
The second route is more ambiguous.
It’s difficult to see the path.
You’ve got to have a lot of faith that you’re going in the right direction – that you are actually travelling in any direction at all!
But the potential return is much bigger; you create bespoke products that have perfect market fit.
Moreover, you already have a market, you have their interest; you have an audience.
Building an audience requires you building your own platform; you need your own stage from which to communicate and transact with them.
In whatever industry you are in, at whatever stage of business or career, ask yourself:
Are my efforts helping to build my own platform, my own audience?
If not, you may be selling yourself short.
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