The summary: make sure you dance where people can see you in the village square. Otherwise, nothing will happen. In ancestral Igbo, the young men who have come to find future wives will not discover you unless they can see you. So, dance where everyone will see you!
Take that to building products and making sure people know about them. It is your obligation to make sure that everyone knows about your best product because doing so is executing a public good call. If you deny people of knowing your great product, you are not fair to them. Simply, you are not giving them the chance to use the best!
It is what it is: make that product popular. Samuel Ajiboyede explains on the necessity of making sure products have their spotlights here.
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Research tells us that 21.5 percent of startups fail in the first year, 30 percent in the second year, 50 percent in the fifth year, and 70 percent in their 10th year. Keep in mind that some of these startups have awesome solutions that solved a market need. Some had all the funding, as the founders had invested their time, energy, and life savings, expecting their perfect product to become a hit in the market. They expected that just like Google and other search engines, people would look for them to solve their needs every day.
Sorry to burst that bubble or maybe I should call it a myth. It is not the best product that wins. It is the best-known product that wins.
This might not sound real to you, but I want you to take a second look at the assertion. Contrary to what you think about the customer picking the best product available, the customer can only choose the best product he or she knows. Think of it this way. Your customers are like people in a dark room looking for a solution to their problem.
It is not the best product that wins… It is the best-known product that wins.
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