PRINCIPLE 3FIRST MAKE YOUR MARKET THEN MAKE YOUR SALES

Taking a product to the market is very different to taking a product to your market. Your market can't wait to see what you are doing next; they want to engage with you more, and they're interested in your latest creation. The broader market couldn't care less.

Oversubscribed businesses never take products to the market. They don't create something and try to sell it to just anyone. Successfully oversubscribed businesses launch products and services only to those who have expressed interest.

DON'T RUSH PEOPLE

In 2014, the rumour mill began making noises that Apple was going to release a new category of devices and it was probably going to be a digital watch. This laid down the gauntlet ...

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