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Let’s take it back …
Way back …
Before the internet was a part of creating your business.
What steps did you need to take?
- You’d create prototypes.
- You’d give away samples.
- You’d offer free trials or discounts.
All of that, and more, was part of gradually testing out your idea, gauging interest, and adjusting your plan as needed.
Is there already a market for your product or service? Does your idea need to evolve to match what people want?
You certainly didn’t have expectations of attracting tons of people. Getting locals to discover your product or service already took serious marketing.
And if you were in a small community, reaching customers in the closest big city could even seem like a pipe dream.
Then the internet happened, and the possibilities for businesses now seem endless
Entrepreneurs can reach people all over the world, which leads to full-speed launches before they take the time to find out if the idea they’re excited about means anything to an audience of buyers.
It happens every day.
Lots of excitement.
Lots of disappointment.
Because the internet’s potential creates a false sense of easy success.
Having the technology to set up a digital storefront and broadcast announcements does not guarantee you will reach anyone.
And when a creative idea does get a lot of attention, if it doesn’t hold the interest of viable prospects, all of that buzz quickly fades.
People move on. What’s for lunch?
So we need to combine the best of both time periods: the limitations of the pre-internet era that constrained a new business to move at a slow, steady pace with grit and the potential of the internet-era to make meaningful connections with all of the people who will benefit from the business’s offer.