A startup's job isn't to build a product and convince people to buy it. The real work is finding a genuine customer need first, then letting that demand shape what you build. When you have real market pull, customers do the heavy lifting for you.
we often think that a startup's job is to build a product and convince people to want it, which is totally misunderstanding the physics here. Startup's job is to find a need, to find pull, and that will bring the product into existence and bring the business into existence. We're often just focused on the wrong thing. The product, convincing, the messaging, all that kind of stuff. When we need to be focused on the need, on the pull. The goal is for pull to do the heavy lifting because you literally can't do the heavy— you can't lift the market.
