Sell It Before You Build It

In the movie Field of Dreams, the advice to Kevin Costner’s character was "If you build it, they will come." This is precisely the wrong advice for building a company. In business, you must get market validation before getting too deeply entrenched in the development process and committing time and money to a project where there may not actually be demand at the price it will cost to build it. There is no better way to assess if a product is viable than to get actual feedback from qualified customers.

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