Great products or services that sell:

• Connect emotionally

• Are simple enough in concept to grasp immediately

• Are remarkable enough to be shared

• Are easy to share and describe

• Are radical enough to exclude some people

Products or services that don’t sell usually:

• Are overly complicated

• Require a huge buy-in immediately, without the customer knowing enough to commit

• Are about the seller, not the customer

• Aren’t remarkable enough to spread

• Don’t have a clear goal

When you’re creating something, start with product and create something remarkable. No amount of marketing is going to sell something that doesn’t fit enough into the first category.