Intro

There are two types of startups: those that sell into existing markets and those that create new markets. 

There are ups and downs to both. Selling into an existing market means you have a clear idea of customer needs and market size. It also means you have lots of competition. Creating a new market tends to cost a lot of money and the upside is uncertain. But you get to define the market and potentially capture a strong position in your customer's minds, like Uber or Airbnb.

When Dialogue started, telemedicine wasn't really a thing. At least, it wasn't a thing companies paid for in Canada. Cherif built Dialogue into a public company in just a few years by creating a new market.

In this episode, he shares details of how we crafted the story and sold the product to his first few customers. If you want to learn how to create a new market, check this episode out.

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