I'm trying to explain to a friend about building an audience before the product is built ... even while still designing the application.
Examples of this might include, opening social media accounts and/or a blog, and start adding value to the world immediately, then when your product is complete, you've already built your engaged audience.
Unfortunately, he doesn't really 'get it' and asked for an example of a company doing this. Fair enough, but even though I've seen it done before, when he asked, I kind of drew a blank.
Can anybody provide an example of a company which is currently building an audience even though they don't currently have a product yet?