Many entrepreneurs create products and start companies not because they want to become public figures but because they believe they are solving an important problem. As a result, small-business owners can sometimes be reluctant to promote what they’ve created.
Many creators labor under the false assumption that great products will simply rise to the top through the sheer quality of their design. Even companies whose success seemed inevitable, like TikTok, shored up the odds of that “inevitability” with massive marketing campaigns.
There is no substitute for a great product, and developing that flagship innovation should be every entrepreneur’s main priority. But once that creation is out in the world, entrepreneurs need to push, market, and promote it with abandon, spending at least twice as much time spreading awareness as they do in development.
Embrace the layered dip
In the same way you might invest in real estate to drum up passive income, every product you create should be generating passive revenue and attention on multiple platforms.
For example, the YouTube creator Jessica McCabe produces only one main product — YouTube videos on her channel How to ADHD — but she monetizes and promotes that product on several different channels.