Distribution Is as Important as Product

• The belief that a great product will sell itself is a dangerous fallacy. Customers will not simply appear because you have built something innovative.
• You must have a deliberate plan to sell your product. Distribution—a term for everything it takes to sell a product—is as critical to a business's success as the product itself.
• A great product without an effective distribution strategy is a bad business.
• Technologists and engineers often underrate sales because it can seem superficial or irrational compared to the clear, functional nature of engineering. This bias overlooks the hard work required to make sales appear easy and effective.