Minimum requirement! Thoroughly pursue product quality before how to sell it.

If you don't get the order right, it won't sell in the first place.

Until now, even a slight differentiation in products was enough to be called 'differentiation'. This was because for several decades after the war, goods were not yet fully abundant. However, currently, products flood the market, and even if new similar products are created, consumers no longer understand them. Whether you choose washing machine A or washing machine B, it makes no difference. Even store clerks guide customers that way.

In this day and age, clear differentiation is necessary for products. A clear difference that anyone can understand is needed. And high value is necessary. It must be an attractive product that reliably upgrades the lives of those who purchase it. Otherwise, there's no point in selling it. Is there any meaning in selling something similar to what is already overflowing? No. Competition is already abundant.

However, there are cases where products lack clear features and significant appeal, yet attempts are made to sell them through marketing. Certainly, if copywriting and marketing are done well, sales might increase a little. However, not only can explosive growth not be expected at all, but in a red ocean with many competitors, it will be impossible to win without considerable effort. Even if sales increase, so do costs. That's the situation.

The story changes if the product or service you're launching has an absolute unique feature. Not only will it attract attention, sales will also improve, and it will provide great value to society. Providing value to society means it will sell.

Basically, when creating a product or service, there are minimum conditions that must be met. These are two things: 'continuously improving the product or service' and 'thoroughly listening to consumer feedback'. If the product is good, the probability of it selling increases significantly. If successful, it might spread by word-of-mouth without requiring a marketing budget. The effectiveness of marketing measures will also overwhelmingly improve. If you consider marketing without this premise, your budget will simply increase significantly.

The ideal flow is: 'the product is good', therefore 'it gradually expands through word-of-mouth', and then 'a mechanism for it to be spread by participants is put in place'. If these two conditions are met, it will spread simply because the product is good. Of course, you have to find the initial users somehow, but once you find them, it will spread.

If it still doesn't spread, or if you want to accelerate the pace of business expansion, you can use marketing measures and advertising to give it a boost. Rather than thinking about various marketing strategies at the initial stage, it is crucial to thoroughly perfect the quality of your product or service, and to completely understand your target audience, your customers.

A certain world-renowned marketer even says, 'I won't even take on a job if the product doesn't have absolute appeal'. In the first place, there's no need to add more mediocre things to the world now.

Even so, the success rate for new ventures is said to be 20% to 30%. Build one business with a sense of speed, and make changes if it's difficult. If you still feel it's not working, it's important to significantly pivot the business itself. Repeat this cycle with a sense of speed, and create your own excellent domain.

As I've said many times, initially it's about product quality and overwhelming features. If the product's quality and features are excellent, it will spread on its own. Eliminate marketing and other distractions, communicate with users, receive close feedback, and simply focus on creating a wonderful product.