The stance too often among technical founders is that their new widget has obvious intrinsic value -- surely people will understand not only what’s important about it, but also the dollar value attached to it. The reality is: No matter how cool that widget is, until you go to market, it doesn’t exist
. This is especially true when trying to create
, not just enter, an existing market category. So how then do you price, market the product, and more? How do you create more routes to market while also displacing competitors? And finally, how do you design the right
sales channel and distribution strategy for your business?