Stop believing entrepreneurship is about anything else.

As an entrepreneur you better start being comfortable about selling, it is not a necessary evil in the process of building a company; it is the only important part of building a business.

I can see why we get it wrong as looking up a definition of ‘selling’ gives the following answer:

The last step in the chain of commerce where a buyer exchanges cash for a seller’s good or service or the activity of trying to bring this about.

The definition aligns with the way we traditional sees the value chain (the way a business transforms input in the form of resources to output in the form of customer value) of a business.

https://www.smstudy.com/Article/what-is-value-chain-analysis

But, the definition and the value chain refers to selling as a function, and only vaguely covers the actual nature of selling.

The last step in the chain of commerce where a buyer exchanges cash for a seller’s good or service or the activity of trying to bring this about.

How does one ‘try to bring the exchange about’? You might think of it as a marketing issue, but if you build a product that no one wants or use a business model that do not appeal to the market, it is not about the marketing, it is the foundation of your business.
During a sales workshop earlier this week a got this interesting way of defining ‘selling’:

Selling is helping cover a deficit experienced by others.

If you are about to engage in any entrepreneurial or innovative activity, selling is where it all begins. It is not about features, it is not about technology, it is not about the fancy business model or disruption. It is about finding a deficit that you can help cover. Most entrepreneurs find themselves building products that nobody wants to buy, and they discover this months or even years into the development process.

Instead of making innovation and entrepreneurship about everything else, we need to make it about selling, or out in differently: about helping cover a deficit experienced by others!