The hardest part about being an entrepreneur isn’t coming up with the next genius idea (although it does help), as many people might assume. Don’t get me wrong, creativity is important, but once your product hits the market you need a strategy to keep that good idea spreading and sustaining its net worth.

The make-it-great-and-they-will-come approach doesn’t always work (in fact, it rarely does) for the simple fact that people don’t know what they don’t know.