In our heart and mind most of us love to build things. Inventors build the widget that changes the way we clean our ceiling fans saving the 50+ demographic from standing on that rickety chair. Software developers code a music app that every 18 year old can’t live without amassing millions of users around the world. Newly minted business mavens create the next hybrid retail chain that combines ethnic take-way food with getting your car detailed. Brilliant!

In that same mind we have perfect clarity of the hundreds/thousands/millions of perfectly satisfied customers consuming our product. At this point in our vision, we have a business engine just cranking and our task is simply to optimize that engine.

Herein lies the product fallacy.

Check out this article I wrote this week for