You Do Not Have To Sell What You Make

Here is a quick marketing lesson from a very successful businessman - Charles Revson, the founder of Revlon:

"In the factory, we make cosmetics. In the drug store, we sell hope.” (Source)

It is a lesson that is easy to forget, particularly in the world of software, where we mostly try to sell what we make. Well, think again. Is your marketing message tuned to what you make or to what people want?

You do not have to sell what you make. You just have to sell what people will buy.