"If you are a product-oriented company, you should focus on building great products rather than on how to sell them."

The essence of this idea is that companies should prioritize creating exceptional products, rather than spending too much energy on marketing strategies. Think about it this way—if you make something truly amazing, people will naturally want it. You won’t have to work so hard to convince them.

Historically, this idea has roots in the philosophy of companies like Apple under Steve Jobs. Jobs was famously obsessed with the design and functionality of Apple products. He believed that if the product was outstanding, the market would take care of itself. This isn’t to say that marketing isn’t important, but it’s secondary to the quality of what you’re offering.

Take Tesla, for example. When Elon Musk set out to build electric cars, he didn’t start with a massive marketing campaign. Instead, he focused intensely on making cars that were not only electric but also high-performance and desirable. The Tesla Model S didn’t just appeal to eco-conscious consumers; it thrilled car enthusiasts with its speed and advanced features. People talked about Tesla cars because they were innovative and groundbreaking, not because they saw an ad on TV.

So, how do you apply this wisdom in your own business? Let’s break it down. First, invest time and resources into understanding your customers' needs and desires. What problems are they facing, and how can you solve them in a way that no one else has? Next, don't cut corners on quality. Whether it’s the materials you use, the technology you develop, or the design of your product—make it the best it can be. Finally, stay true to your vision. It’s easy to get sidetracked by the latest marketing trends, but if your product doesn’t live up to its promise, no amount of advertising will save it.

Imagine you’re at a coffee shop with a friend who’s just started a small tech company. They’re worried about not having a big budget for marketing. You’d tell them this: “Look, think about the product first. If what you’re making is truly great, people will notice. Word of mouth is incredibly powerful. Spend your energy making something that blows people away. The rest will follow.”

Consider a more relatable scenario. Picture a small bakery that’s trying to make a name for itself in a crowded market. Instead of putting all their money into flashy ads, they decide to focus on the quality of their pastries. They source the best ingredients, perfect their recipes, and create a warm, inviting atmosphere in their shop. Soon enough, people start talking. They tell their friends about the incredible croissants, and the bakery’s reputation spreads. It’s not because they had the best marketing—it’s because they had the best product.

In short, if you pour your heart and soul into making something extraordinary, it will resonate with people. They’ll become your advocates, spreading the word for you. So next time you’re tempted to focus on the sizzle, remember that the steak is what people come back for.