Building a Platform Beyond the Product
Every entrepreneur hopes that a great product or service can stand on its own; that it can be successful enough to help them grow their business and personal profile.
Unfortunately, such successes tend to be the exception rather than the rule. As Tyler Wagner, founder of Authors Unite, explains, entrepreneurs typically need much more than a great product to achieve long-term results. They need a platform. By delivering value through personal, authoritative content, entrepreneurs can build the trust and connection necessary for sustained growth.
The Danger of Product-Only Thinking
While a quality product or service is the foundation of any business, Wagner emphasizes that entrepreneurs often focus exclusively on the product itself rather than the people behind it—a mindset that can hinder success.
“Many of the most successful entrepreneurs didn’t get that way because of their products alone. They achieved their influence, and in some cases fame, because of the platform they were able to build around themselves. They built a personal brand, and the products were an extension of that personal brand. At the end of the day, we’re attracted to ideas that come from people, rather than faceless businesses. When entrepreneurs only focus on the product itself, they miss out on half the picture.”
Supporting this perspective, a recent study found that readers rated AI-written stories significantly higher when they believed the stories were authored by humans. Similarly, research by Baringa indicates that 81% of people prefer human-created content for its perceived authenticity, originality, and personal touch (source).
Without showcasing the people behind the product, entrepreneurs forgo vital opportunities to build meaningful connections with their audience—connections that foster loyalty and trust.
Creating a Platform Through Expertise
Wagner highlights that the landscape for building a platform has evolved dramatically. “Decades ago, entrepreneurs had to rely on traditional media to get any kind of attention and coverage for themselves and their products,” he says.
“Now, we live in a completely different environment. Entrepreneurs can start podcasts, publish a book without going through a traditional publishing house, or even start a YouTube channel. There are so many different opportunities to create a platform that plays to your strengths, where you can share your insights and expertise in a personal and meaningful way.”
Although these efforts may not yield immediate revenue, Wagner stresses the importance of viewing platform-building as a strategic investment. “Whether you’re investing in a book or a YouTube channel, these things are rarely going to become your primary source of revenue in and of themselves, even though they can add to your total revenue. Instead, these platform-builders are powerful lead generators that drive warm leads directly to your business. Your audience comes to know and trust you because of the expertise you’ve shared, and now they’re even more ready to pay for your other products and services.”
A compelling example is Stephen Covey’s The Seven Habits of Highly Effective People, whose success elevated FranklinCovey into a global enterprise, demonstrating the transformative power of a strong personal platform.
Books as Your Entrepreneur Platform
From short social media posts to longer video essays, entrepreneurs have an abundance of options to build their platform. Yet, Wagner particularly advocates for the unique authority a book can confer. “Few things can build your niche authority like being able to say that you’re a bestselling author,” he notes.
“Being a bestselling author is an instant indicator of social proof, as well as the trust and authority you have in your area. Even as other platform-building opportunities grow, there’s an inherent credibility and level of expertise that comes from being an author. And that social proof is what can move you from someone’s ‘maybe’ pile to a ‘yes’, both for using your products and services and for booking you for speaking engagements and other lucrative opportunities.”
According to Wagner’s experience, a book functions not only as an ancillary revenue stream but also as an ongoing marketing instrument that extends an entrepreneur’s reach globally. When marketed effectively to achieve bestseller status, a book can be a springboard to elevated status and new opportunities.
“The same level of thinking and care that goes into building a great product or service should also go into building your platform,” Wagner concludes. “This way, you can deliver maximum value to your readers, and that positive first encounter with you will lead to meaningful business growth.”
Building for Growth
No business idea will succeed without a great product or service behind it. However, Wagner’s insights reveal that an exclusive focus on the product can limit potential. By leveraging your unique niche expertise and experience to cultivate a platform—whether through a book or other formats—you can solidify industry authority and generate downstream revenue that propels your business forward.
Building a personal platform is not just about marketing; it’s about creating trust, authority, and connection that endure beyond any single product launch.
