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Every entrepreneur hopes that a great product or service can stand on its own; that it can be successful enough to help them grow their business and personal profile.
Unfortunately, such successes tend to be the exception rather than the rule. As Tyler Wagner, founder of Authors Unite, explains, entrepreneurs typically need much more than a great product to achieve long-term results. They need a platform. And by delivering value through personal, authoritative content, they can achieve exactly that.
The Danger of Product-Only Thinking
While the product or service is usually the baseline for a successful business, Wagner is quick to note that entrepreneurs have a tendency to focus on the product itself, rather than the people behind it — and that can be a detriment.
“Many of the most successful entrepreneurs didn’t get that way because of their products alone. They achieved their influence, and in some cases fame, because of the platform they were able to build around themselves. They built a personal brand, and the products were an extension of that personal brand. At the end of the day, we’re attracted to ideas that come from people, rather than faceless businesses. When entrepreneurs only focus on the product itself, they miss out on half the picture.”
For example, one recent study found that readers rated AI-written stories significantly higher when they were told the stories had actually been written by humans. A study by Baringa found that 81% of people preferred human-created content because it was perceived as more authentic, original or personal.
Without taking the time to showcase the people behind the product, rather than just the product itself, entrepreneurs miss out on crucial opportunities for connection with their audience.
Creating a Platform Through Expertise
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