Founders dream of building a captivating product that customers are clamoring to buy. Whether it’s a consumer product or a SaaS tool, no one sets out to start a company and sell a product that’s just a nice-to-have — and it’s certainly not the path to building a thriving, lasting business.
And yet, time and time again, products fail to catch on. The sales cycles take too long, and deals linger without being able to close. The user base isn’t growing much, and customers aren’t getting compounding value out of the product. Word of mouth doesn’t spread. Why? What’s going wrong?
