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Via Mashable – 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...

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.

However, we’ve found in the long term that a better product always wins out. Here’s why it’s worth it to stay product-focused and be patient while you’re in stealth.

Read the entire story: Stealth mode: The case for product first, marketing second