How to Sell Before Product Is Ready: What Founders Learn the Hard Way

Selling a product before it is fully developed requires founders to resist the impulse to satisfy every customer request, which can inadvertently turn a scalable SaaS company into a bespoke consultancy. To avoid this trap, founders must distinguish between market-wide problems and individual customer needs by testing for genuine commitment rather than mere enthusiasm. This discipline ensures the product roadmap remains aligned with long-term vision and scalable growth.