Product Purgatory: Why Good Products Don't Sell

Many startups face 'Product Purgatory': a good product, loved by customers, yet unsold. The author introduces the 'Magic Wand Test': if the product were free and perfectly implemented, would the customer use it? A 'no' suggests the product's value doesn't significantly outweigh implementation costs (risk, time, money). Even passing the test, customers might delay purchase due to a lack of urgency. The author advises focusing on customers urgently needing the product (e.g., due to regulatory pressure, competition, or emergencies) to escape Product Purgatory.