Better does not guarantee discovery

Builders like to believe that a better product will eventually find its market.

Sometimes it does. Often it remains invisible.

Quality and distribution solve different problems. Product quality gives people a reason to stay, return, and recommend. Distribution gives them the chance to encounter the product at all.

Treating distribution as an activity that begins after the product is finished is one of the most expensive habits in company building.

The route to the customer is part of the product strategy. If that route is unclear, the product is not yet complete.