Entrepreneurship and innovation are all about zigging while everyone else zags. You’ve got your engineering skills down, but what about that dreaded word, marketing? In a world where Pet Rocks sell by the millions, and where buggy and expensive operating systems outsell small, inexpensive, and reliable ones, marketing clearly plays a big role. There’s no need to sell your soul – just know how to sell your product.

In this week’s installment, we examine “the curse of knowledge.” That’s what happens when you know more about your product or service than your customers do. Knowing too much is a liability when it comes time to sell it to someone else. You need to selectively forget what you know and re-learn your product from a customer’s perspective. Let’s look at a few examples.