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Any business follows the well-know track of building awareness -> establishing reputation -> making money. Each of these has its own challenges and opportunities for advance and missteps. Ignoring any of them isn’t an option, and you can’t really hop over any of them either, despite the burning desire to get to the “making money” bit.

I recently read an article by Valeria Maltoni entitled How to Increase an Idea’s Adoption Rate. In it she writes of how a couple of individuals became key influencers in their fields, and how one in particular approached this goal with some preconceptions (that, frankly, mirror a lot of thoughts business owners have when going into business or launching new products and services…) that fell flat.