Distribution is the hidden half of every business. Engineers dismiss sales as superficial, but "If you don't see any salespeople, you're the salesperson" — everyone is selling something, the titles are just disguised because "none of us wants to be reminded when we're being sold." The engineer's grail is a product that "sells itself," but "anyone who would actually say this about a real product must be lying: either he's delusional (lying to himself) or he's selling something (and thereby contradicting himself)." If you've invented something new but haven't invented an effective way to sell it, you have a bad business — no matter how good the product.

— In our words · Source: Zero to One (Peter Thiel with Blake Masters)