Ask any businessman which is more important, their product or how it’s sold, and you’re likely to get a long explanation on why product takes the cake any day of the week. They are not wrong. You don’t have a business if there was nothing to sell.
But, as we enter an era of hypercompetition, how we sell has become at least as important, if not more important. than the product itself. There is barely any industry that isn’t exploding with products and/or services. From healthcare to IT to eateries, we are swamped with endless options. A simple search for SaaS companies in Crunchbase alone returns over 9,600 hits!
