Let’s get one thing straight: being a little delusional is practically a prerequisite for entrepreneurship. If you were purely rational, you’d probably never take the leap of faith required to launch a business in the first place. After all, the reality is, most startups fail, and the odds of success often seem stacked against us. Yet, those of us who choose this path aren’t deterred—we’re motivated by the belief that we can create something extraordinary.
That’s the good kind of delusion.
But here’s the catch: not all delusions are created equal.
One of the most dangerous misconceptions founders hold is the belief that a great product will sell itself. In my book, The Delusional Founder, I explore this very myth and its consequences. Many entrepreneurs pour their hearts and minds into building brilliant products, only to watch them languish because they failed to prioritize the most critical aspect of building a business business: sales.
The Problem With the "Field of Dreams" Mentality
“If you build it, they will come.” Sounds inspiring, doesn’t it? But in reality, this mindset can be a death sentence for startups. While focusing solely on perfecting your product, you risk neglecting the equally important task of showing potential customers why they should care.
You assume that your product’s brilliance will shine so brightly that people can’t help but flock to it. Spoiler alert: they won’t.
Your product might be revolutionary, but if no one knows about it—or worse, if no one understands the value it brings—it’s destined to fail. Founders like this often fall in love with their own technology or features, forgetting that customers don’t care about those things. They care about solutions to their problems.
Why Some Delusion Is Necessary
Of course, delusion isn’t all bad. It’s what pushes you to start something in the first place. It’s what makes you believe that you, of all people, can disrupt an industry or solve a problem in a way no one else can. Without this belief, you’d probably stick to the safety of a corporate job or a more predictable path.
However, the most successful founders channel this delusion in the right direction. They believe in their vision, but they’re also willing to confront hard truths, adapt their strategies, and, most importantly, get out there and sell.
Sales: The Antidote to Destructive Delusion
Sales isn’t a dirty word; it’s the lifeblood of your business. As a founder, you are your company’s chief salesperson. I'm sorry to break this to you. It’s not enough to delegate this role to someone else—you need to lead the charge. This doesn’t mean being pushy or sleazy; it means understanding your customers’ needs, articulating how your product solves their problems, and building relationships.
Founders who succeed are the ones who embrace this responsibility. They don’t wait for customers to magically appear. They pound the pavement, pick up the phone, and evangelize their product to anyone who will listen. They understand that selling isn’t about forcing something on someone; it’s about making a compelling case for why their solution will help the customer achieve their desired business outcomes.
Are You Delusional Enough?
So, are you a delusional founder? Hopefully, the answer is yes—but the right kind of delusional. Believe in your vision. Take the risks. But don’t let the fantasy of “the product selling itself” blind you to the reality of what it takes to succeed.
In the end, it’s not just about what you build; it’s about how you connect, communicate, and convince. That’s what separates the dreamers from the doers—and the successful entrepreneurs from the forgotten ones.