Steve Case is, among other things, the co-founder of America Online (#AOL), the company that democratized online access. He’s written a book called The Third Wave: An Entrepreneurs Vision of the Future.
Guy Kawasaki recommends that you read it to gain insights into the next curve of tech entrepreneurship. You can get it here.
In his book, Steve talks about the importance of the 4 P’s to help you being successful:
The only thing that interferes with my learning is my education.
Staying in the office or lab, and researching and trying to figure out the best approach for the best product – is a waste of time. Instead you need to bring your ideas to the real world, get feedback, iterate and continue develop.
To “get out of the building” means exactly that; Having a brief brainstorming in the office, quickly developing a basic prototype, and bringing it to the public, the target audience in short time. The sooner you get out of the building, the better. You then have valuable feedback, to continue iterating your product development and process building.
By staying “in the office” you have your thoughts only, which are not new, and are not the market’s opinion and thoughts of your solution and product.
Steve Blank mentioned this concept of “getting out of the building”, early on and many times since. Getting out of the building helps you understand and build the Minimal Viable Product (MVP).
Marketing your business is one of the most important issues your need to put your effort in, if not the top one. There are many (many) ways in which you can market and promote your business, products, services and brand. Some are more conventional, some are weird, some are acceptable in certain countries only and some are extreme.
In every endeavor you embark upon, may it be a small business, a stand in the market or a startup company, you need to fuel yourself with inspiration and energy to keep going, push forward and get up when you fall. One of the best sources for inspiration is listening and learning for the experience of great entrepreneurs.