A curious thing happens when people start building products. They fall in love—not just with the product itself but with the act of building it. They dive deep into iterations, refine features to perfection, and debate over every pixel and line of code. It’s a passionate, creative process. But it’s also a trap.

Here’s the reality: no one cares about your product. Not yet, anyway.

The biggest mistake product teams make is assuming that a finished product will speak for itself. It won’t. Products don’t speak; people do. And if you haven’t spent time talking to people—letting them know who you are, why you’re building, and why it matters—your product will debut in silence.

The fallacy of product-led

When you focus entirely on building, it’s easy to forget what happens outside your walls. You convince yourself that the best way to win is to make the best thing. But the best thing doesn’t win. The known thing does.

Think about the apps, tools, or products you use daily. Some might truly be the best in their category, but most aren’t. They’re just good enough—and you know them, trust them, and use them because they’re familiar. That’s what you’re competing against: the comfort of “what people already know.”

Building is the second step

Before you build anything, you need to create a foundation of trust. That means getting out of your own head and into the world where your product will live. You don’t need a finished product to start. You need a story—a clear, compelling explanation of the problem you’re solving and why it matters.

You might think this is risky. “What if someone steals our idea?” That fear is understandable but misplaced. The real risk isn’t someone copying your idea. It’s no one caring about it at all.

The work of being known

The goal isn’t just to be noticed; it’s to be remembered. That doesn’t happen by accident. It happens because you’ve taken the time to:

1. Start conversations: Share your thoughts, your questions, and your progress. Let people into your process.

2. Earn trust: Show that you care about solving a problem—not just selling a product. Listen more than you talk.

3. Be present: Keep showing up. Building trust takes time, and consistency beats perfection.

Why this matters

When you’re heads-down in the building process, it feels productive. You’re making progress. You’re creating something tangible. But all of that effort will fall flat if no one knows or cares about what you’ve built.

This isn’t a plea to abandon quality. The product still matters. But the product isn’t the starting point. The starting point is building trust, earning attention, and creating a space where people want to listen.

If you’re building in the dark, you’ll emerge into a world that isn’t waiting for you. Instead, start by shining a light on your work, your purpose, and your people. Build trust first. Build the product second. That’s how you create something that truly lasts.