It’s not just your product that has to get out of the kitchen and into the stores. It’s you.

As you think about your new product, let’s look at the case of Michael, whose product, Michael’s Perfect Pickles, we’ll come back to throughout this book. He sits at his kitchen table staring at a bottle of his pickles. Michael’s Perfect Pickles. They are fine pickles. His family likes them, his friends like them, and he received some great compliments about them at a local flea market. But how can he find a real market for them? What does it take, he wonders, to get them on the supermarket shelf? Why shouldn’t someone ...

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