Startup Myth #1: "If You Build It, Customers Will Come"

One very common misconception I've seen at many startups is the belief that a great product will naturally attract customers, right from the beginning. Founders often spend months, sometimes even years, perfecting their product, convinced that the moment they launch, people will recognize its brilliance and instantly purchase.

Reality check: A great product without a strong go-to-market strategy is like putting up a billboard in the middle of nowhere - no one will see it.

Some of the best startups in the world didn’t just build incredible products. They also built incredible distinction and distribution strategies to make sure the right people knew about them.

So, what about this myth?

This myth that customers will be drawn to a great product without any additional support is especially persistent among product-focused founders, and is often seen in product-led organisations. There are a few reasons why this could be:

• A belief in product superiority: Founders (and honestly, product managers) fall in love with their own ideas and assume others will too
• Misleading success stories: Companies like Dropbox and Airbnb are often cited as examples of products that "went viral." But in reality, Dropbox had an incredibly well-executed referral program, and Airbnb figured out a strong growth hacking strategy via Craigslist to attract users in their early days
• Investor focus on differentiation: Startups are constantly asked what makes their product different. While differentiation and positioning absolutely matters, it doesn’t mean much if no one knows about it.

What actually works - especially in the early days?

Rather than assuming users will magically appear, startup teams need to focus on a comprehensive and proactive marketing and sales strategy to drive early awareness and customer acquisition.

Step 1: Start Marketing Early

Many startups wait until the product is "ready" before thinking about marketing. This is a mistake. Building an audience before a launch can significantly accelerate traction.

• • If you’re offering a B2B product, we recommend starting with building your audience (and potential customer pool!) through a combination of content marketing, LinkedIn networking, and partnerships
  • If you’re offering B2C products, we would recommend starting off by building a strong and engaged social presence, including leveraging waitlists or testing paid ads across your preferred social channels

Step 2: Prioritize Sales & Distribution as Much as Product

A startup’s success isn’t just about having an amazing product - it's also about getting that product in front of the right people. Teams will need to think about:

• • Direct sales vs. self-serve models
  • Community-building and word-of-mouth
  • Referral programs (remember Dropbox’s famous "invite a friend, get more storage" model)

Step 3: Utilise Customer Feedback Loops

Engage with users and iterate your go-to-market strategies based on their feedback. Growth comes from continuously refining your messaging, distribution channels, and onboarding experience.

Something founders and early startup teams should think about if you're early in your startup and product launch journey: 

 

Do you have a distribution plan that's as solid as your product roadmap?

If not, it’s time to start thinking beyond just building and start focusing on how you’ll get people to care.