As Ash Maurya points out in his rather excellent new book Running Lean:
Your product is NOT “the product”.
Your “business model” is the product.
Your job isn’t just building the best solution, but owning the entire business model and making all the pieces fit.
Recognising your business model as a product is empowering. Not only does it let you own your business model, but it also allows to you apply well-known techniques from product development to building your company.
I’ve come across this many times before. Where (deluded) startup founders believe their amazing solution is enough to build a scalable business. But sadly it’s not that easy. There’s much more to building a successful startup than just having a neat product.