There is a common mistake I see over and over in product development. I call that the two marathons. The first marathon is creating the product: from the idea to the first batch of manufacturing, or to the product launch. The second marathon starts at the product launch, it’s about turning the product into a business: marketing, sales, and business development.


This may come to a surprise to many, but the second marathon is often completely ignored by start-ups and small companies. Or also under-estimated. What I share now with prospects I meet is that the first marathon is easy. It’s a matter of dedication, applying resources (financial, time) and so on.


The second marathon is harder: it’s about developing a business from scratch (in the case of start-ups) and growing it in a sustainable way.


Have you noticed such a trend?


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