If you build it, they will come. But you have to drag them.

If you’re not following Dave Donaldson’s blog this year, you’re doing it wrong. His openness is so refreshing. Dave runs Max Foundry, and has been pouring out every detail of how running the plugin business has been a struggle. Today, he’s written about product marketing, and the fallacy of, “if you build it, they will come.”

Even if you have the best product in the world, you have to work extremely hard to get customers to trust you and your product so they will make the biggest leap of faith action: clicking “add to cart.”

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