Success needs both great product and great marketing

THE CORNERPLAY

In yesterday’s post, we casually mentioned Tinder as an example of how a successful app is both great product and great marketing. Nothing just sells itself. There are lots of wonderful products that die a quiet death because nobody knew about them.

“Marketing” might be a misnomer, because technically product is part of marketing. What we mean is a go-to-market strategy: price, single-minded proposition, awareness building and distribution strategy.  Not only do you need product-market fit, you need an effective way for product and market to find each other.

Take Snapshot as an example.  Snapchat, despite being the same essential product from inception, puttered along at first without any traction. In fact, Murphy, one of the co-founders, got a full-time job elsewhere while the other, Spiegel, returned to finish his final year at Stanford.  The two had basically given up on Snapchat. Then they got their lucky break: Spiegel’s…

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