Simon Martelo

So many founders have a great idea but can’t figure out how to sell it. Second-time founders know that they shouldn’t even bother with an idea if it is not sell-able. Marketing risks force you to face the truth: Do you know enough about your market to know how to sell it and who will buy it?

Some founders are not only the first-and-best sales-person, but also natural evangelists. More, they’re on a mission to educate the world about their passion. They don’t see a lack of interest as a barrier, but as an opportunity to change minds. That is a difficult, expensive, and slow path7, but it is a path, and one that could result in zealous,

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Somewhat counterintuitively, also try looking at communities that are passionately dissatisfied with the status quo in your field or industry. It might be harder to state your case, but if you reach out to the right people, you can explain that your product is the one they have been waiting for in the market. They will be immediately and urgently... See more