If you want to be known, it’s not enough to build a great product.
If you want to be heard, it’s not enough to do something that you call marketing.
If you want to be acknowledged, it’s not enough to sell constantly, and be an interruptive presence in your customers’ lives.
You have to build a product, a company, and a category that occupies a space in the mind of your client or your customer. You have to build a pirate ship, in essence, to hijack that valuable mental space.
And then, you have to constantly build out that space in their minds.
Does this sound like hard work?
Well, it was just as hard 100 years ago at the dawn of the Industrial Revolution, when companies, people, and organizations believed that all they needed to do was build a better product incrementally over time.