When is the right time to start selling if our product isn’t market-ready yet?

Start selling from day 1. Talk to potential customers and listen to their needs and wants to avoid developing the best black and white television in the world. Dare to go in co-creation as well. Revenues and margins will be rather modest, but in exchange you have your first 3 customers and ambassadors on board. From there, storytelling can take off

How do we make our customers feel a pain or a gain, when there’s no initial need for our product or service?
95% of the customers out there are not conscious that they need you(r) product or service today. Be the first to make them aware that they have an opportunity to seize or a pain to ease. As a result, they’ll ask you to support them without any competition around.