When Anyone Can Build It, Reaching the Customer Is the Hard Part

A few years ago, I was asked to look at the technology behind a company being considered as an investment.

On paper, the company had a lot going for it: a great idea, a strong product, solid engineering, and a sharp implementation.

But the company was trying to enter a relationship-driven market, and the bigger question seemed less about the technology and more about the path to the customer.

I think about that more lately.

AI is making it easier than ever to turn ideas into working products, but it may be harder than ever to take a product to market.

People have always mattered, but it feels more true than ever right now. The relationships, trust, and access around a product may matter just as much as the product itself.

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