In Malcolm Gladwell's book "What the Dog Saw", he interviews Ron Popeil, serial inventor and pitchman who was responsible for products in infomercials like the "Showtime Rotisserie". Now before you scoff at Ron as a campy pitchman, you should know that his products have pulled in over $2B in sales (yes, that's "B" as in Billion).  He believed it was a mistake to separate product development from marketing. "Developing and marketing a product are like left and right feet," says Popeil. "They both have to work for the product to succeed." 

 

It's one thing to have a great idea and try to develop it into a product or business, but the other "foot" you need in order to stand upright is being able to answer one very important question: will people buy it?  

 

Way too many inventors & entrepreneurs get all dressed up for the prom, rent the limo, and show up just to stand along the wall and wait for someone to approach them.  They mistakenly think that because they are so sure they have a great product, potential customers will suddenly flock to them for some strange, unknown reason.  They have the same problem as the shy person at the prom: you have a poor chance of being an attractive dance partner if you're not already out there on the dance floor.