 lack of understanding of marketing and sales. Many entrepreneurs have limited understanding of marketing and sales. Of course, if they are from a different background, if they are not business graduate, and of course, if they do not have any business experience and expo year, so they are unable to understand and appreciate the dynamics of marketing and sales. So they lack adequate knowledge of commercial disciplines, have a simplistic view of marketing and sales problem. The focus of the entrepreneur in these situations is the product only. Because this is a complex matter itself, when you are going to market a high-tech product, but also when you have to sell something, when you have to market something, then marketing knowledge, marketing experience, marketing wisdom is as important as developing the product. Now, as the marketing people do not have as much information about technology, because they are trained, they are educated in a different way, similar is the case with the entrepreneur. So, what happens is that they do not appreciate the sensitivity of marketing. And if there is a problem, they think it is a trivial problem. This is a small issue, and it can be easily solved, and it does not need to be given a lot of importance. For example, what will be the size of the marketing team? The more importance you give to a consumer, the more important it will be. If you think that technology is very important, product development is very important, then you will hire very good and refined engineers for your production. But if you are not giving more importance to marketing and sales, then you will keep a small number of your marketing and sales team. And the other thing that you will hire, that you will not be able to give the importance of what kind of experience, what kind of human resource you want, you will not be able to give that importance. And the importance that you should get from these disciplines, you cannot feel it. So, they fail to see the product from the customer context. So, what does the customer want? Because the customer needs a solution. The customer does not want A, B, C, D products. The customer needs the solution of the requirement. What does he see? How does he perceive the solution of this problem? So, they fail to see the product from the customer context. Explain why it is difficult for engineers to listen to customer's feedback and use it to increase the marketability of a new product. So, the interaction with the customer, the customer is helping you in product development, helping you in product improvement, understanding it, connecting it, taking feedback or response from it, making it part of co-creation, that's the job of a marketer. And that needs a close combination and coordination between the technical team and the marketing team. But the entrepreneur believes the only condition necessary for a sale is an innovative product or service. In the usual cases, he thinks that the out-of-the-box solution, the cutting edge technology based on a particular service or product, this is the real thing. And this is the reason for the entrepreneurship to be successful. And it is ignored that the entrepreneurial marketing, that is the crux, that is very important in the whole business scenario. So, they fail to understand the important concept of marketing such as target market, that what is the segment which you have selected, price-quality relation. Why not the people are ready to pay that much for my product? This is a very high-tech product. That's the technology which we are using is the best in the market. But the marketer thinks that the customer's concept regarding value for money, that what quality he is taking and how his product requirement is fulfilling and what he is paying, how a customer will match these two. Quality is of his product. Then price thresholds, distribution margins and sales promotion techniques for creating awareness and demand. Then a marketer can understand what are the prices and what are the segments which will buy products at the prices. Then how to motivate your distributor, retailer, wholesaler or the vendor through which the product is reaching the customer. What is the margin to give to the customer? Maybe the entrepreneur will understand that there is no need to give him a margin. Our product is so strong that the customer doesn't have to buy it. But the marketer's thought will be different. Then which promotional technique is used to reach to the exact target audience and to motivate them and instigate them to buy your products. Entrepreneurs sometimes fail to see and understand that the product's unique selling points must be presented within the customer's utilization context and frame of knowledge. That the product's characteristics are unique, unique ingredients, unique content, unique features. Then you cannot just sit at home and boost. In fact, you relate it to the customer's requirements. Does it fit into the customer's requirements and needs? And do the customer have the specific knowledge to understand and comprehend this particular unique selling proposition? So if not, then you need to educate the customer as well. How is the product unique and distinct from the offerings of the competitor?