Stealth mode: The case for product first, marketing second


This article is part of DBA, a new series on Mashable about running a business that features insights from leaders in entrepreneurship, venture capital and management.

Press and marketing might accelerate businesses, but product builds the foundation

Nearly every entrepreneur gets tempted by the media’s spotlight, but when startups go to press too soon, they find themselves pivoting and iterating a not-quite-there-yet product in that same sought-after spotlight

With the combined experience of my co-founders, we knew we wanted AppLovin to be a product-first business and operated in stealth mode for two years before we did any marketing. At times, staying stealth was challenging — other companies with a weaker product would make noise, and occasionally business would be lost to a company that was making a bigger splash in the press Read more...

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