Brand Strategy

One of the most expensive sentences a founder can say before launching a product is: “We’ll figure out the positioning once we start generating revenue.” I spent a couple of hours recently with the CEO of a company preparing to launch a new app. At the end of it, he told me he didn’t think it made sense to invest in pre-launch positioning, audience, messaging and go-to-market strategy until the product was generating revenue. I disagree pretty fundamentally with that logic on