When I met the owners of NoChar Inc. and the showed me how their product can protect a town from burning down in a forest fire or how it can protect a man’s hand from a torch, I assumed they had to beat off customers with a stick.

It turns out there is more to creating a powerful business model than a cool product or idea. NoChar’s product is unmistakably cool and valuable. However, NoChar still has some work to do on their business model.

Products do not sell themselves, even great ones. That’s where the sales performance model comes into play. NoChar’s business model is very strong in the marketing areas but needs work getting this great product into the hands of customers.

If you were NoChar and had a great product but only average sales, what would you do?