The fact that we’re exposed to thousands of marketing messages every day is old news. Our lives are now designed to mitigate against being interrupted by things we don’t care about and never respond to. And yet, we often fail to acknowledge that the people we want to reach feel the same way. If we’re not in the market for having someone steal our limited time and attention, we can’t expect our prospective customers to be. They’re fast-forwarding, ad blocking, spam filtering,

Value creation is the backbone of a viable business. Value is created when the right people, launch the right product, using the right business model, at the right time, for the right people. We call this product-market fit. We have the best chance of succeeding in the marketplace when all of these factors are aligned. Each one plays an equally important part in the viability of a business. It’s no good making an incredible product that nobody wants to buy. But it’s equally i