9. Going to Market

“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”

—David Ogilvy

After your product has been built and you’ve discovered and adapted to find market fit, the next step is to begin to market your business. Many startups focus entirely on their product or service offering and fail to acknowledge how important marketing and advertising are. Still others waste considerable money on inappropriate marketing channels before discovering what really works for their product. There are a few observable patterns you can apply to get to your goals a bit faster.

In this chapter, we’ll review the primary online marketing channels and explore which of these might work ...

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