Distribution is part of the product
The engineer's grail is a product great enough that it sells by itself. But anyone who says this either is delusional or is selling something (and thereby contradicting himself).
Think about distribution as something essential to the design of the product.
Good product + Bad distribution of the product = Bad business
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As an engineer, it was hard to not underestimate the importance of distribution. Most of the time when I was thinking about sales, my brain(thoughts) just decides to skip it.
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