Marketing
At the beginning of this book I made the following assertion:
Most folks think that building a product or packaging a great service is the hardest part of becoming a successful business owner. The thought is something along the lines of, “If we can just build the web site, or open the restaurant, or create the widget—then we are going to be rich!”
Building it, opening it, or inventing it is usually the easy part. The hard part is what comes next—connecting with customers, communicating your value, and convincing them to pull out their wallets to give you money.
Figuring out exactly how you will connect the product with enough customers ...
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