I'm stuck in the exhausting loop of building a product, shipping it, and then nothing. After my last launch ended with zero users and zero revenue, I realized I am hiding from the most critical work: acquiring customers.

I was discussing this with a friend who's a successful founder, and he told me most of us are "building backwards." He said we obsess over code and features (the fun part), but neglect the sales and marketing, which is where startups actually live or die.

His suggested solution: Start with a white-label product.

His why: