Just Evil Enough

Chapter 34:

 

Conclusions

The startup world is littered with hundreds of thousands of great products whose founders were convinced that Just. One. More. Feature. would unlock success, but entirely forgot to disrupt their industry’s value chain. Countless brands have died of sameness and compromise. Brave campaigners and worthy causes have faded into obscurity because they played by the rules.

Nobody cares about your groundbreaking features or perfect service until you get their attention. And you won’t be in business for long if you can’t turn that attention into profitable demand. Yet go-to-market strategy is often woefully overlooked.

Winning takes more than a growth hack or clever slogan. You need an unfair advantage: a zero-day marketing ...