Sell Your Product Before It Exists
Harvard Business Review
DECEMBER 25, 2013
While most startups who set up pages on Kickstarter, Indiegogo or a host of other crowdfunding sites are looking to hit a specific goal and then get started making their project a reality, a new crop of businesses are using the platform for as a wholly different business model: selling their product before it exists. Often when a new product, creative work, or ideology is released, the initial reaction isn’t as strong as the creators hoped.