Most B2B founders think they have a product problem

Most B2B founders think they have a product problem.

They don't.

In any category where three competitors can produce a comparable demo, you stopped having a product problem a long time ago.

You have a distribution problem.

The market isn't waiting to discover your technical superiority.

The market hires the vendor it already trusts.

The vendor it's seen seven times before the evaluation started.

The vendor whose name comes up in the first conversation the buyer has with their advisor.

That's not a product advantage.

That's a distribution advantage.