Expect zero revenue for months while dialing in product-market fit and marketing
Most founders quit too early when their product makes no money in the first few months. But many successful products take 4-6 months of iteration before any revenue, and years before meaningful traction. The first months are about finding what works, not immediate monetization.
When to use
When launching new products, especially in competitive markets where you need to iterate on positioning, pricing, and distribution. Set expectations that early months are learning phases.
Don't do this
Expecting immediate revenue and quitting after 1-2 months when the product doesn't monetize. Giving up before you've had time to iterate on the marketing and positioning that drives conversions.
1 Founder Who Did This
First 4-6 months of Puff Count generated zero revenue while he learned TikTok marketing and optimized onboarding