Your technology is great, but does anyone want to buy it?

If you build it, will they come?

One of the biggest challenges facing most small tech companies is the inability to take their eyes off of their technology long enough to focus on the marketplace. “If we build it, they will come” works for Kevin Costner, but for the rest of us it can lead to great deal of disappointing business performance.

The problem is that even though we might know a great deal about our technology, we simply don’t know as much as we think we do about our marketplace. Moreover, the confidence we have in our technology – a confidence bias, if you will – often keeps us from seeking the market information that is necessary to create a thriving enterprise.

Overcoming confidence bias and focusing on the marketplace first, technology second, is a big mindset shift for many tech CEOs...

Read the rest at The Washington Business Journal...