It’s amazing how often I ask an entrepreneur to tell me about the business they are building only to get a response that goes on and on about the product they’re building. They talk about how it works, the various cool features they’ve planned, how hard it was to implement a particular feature, how it’s going to be far better than some competitor’s product, etc. I sometimes shock them by saying “I hope you’re building a company, not just a product”. Fifty percent of the time they get a puzzled look on their face.
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