The 99 Product Challenge

First Impressions from the Field

The past few days have been spent out in the wild—networking. And I have some first impressions.

To start, networking is fair and honest work. Some of it’s actually fun. If you’re an extrovert who enjoys meeting new people, there are definitely moments that energize you. There are small perks—good conversations, new perspectives, and the occasional tip or referral. And then there’s the big one: the potential to build a relationship that might lead to business.

That last part, of course, is the real headline. Because while networking has its social charms, we all know why we’re really there—it’s business development. And here’s the hard truth that’s starting to sink in: it’s a long game.

You don’t show up at one Chamber of Commerce meeting and walk away with new clients. Like most meaningful sales, it’s a slow process of building trust, forming connections, and showing up consistently. It’s a long-term investment with an uncertain outcome—and I have to admit, I kind of hate that.

Not Giving Up, But Switching Gears

Despite my frustration, I’m not walking away from networking. I do believe there’s real value in meeting people face-to-face. But I’m also going to start diversifying my approach.

I plan to supplement in-person efforts with some targeted online outreach. Tools like Canva will help me craft compelling ads. I’ll use LinkedIn—and specifically Sales Navigator—to target potential buyers more intentionally. The idea is to take what I’ve learned so far and apply it to a more strategic, experiment-driven approach to marketing.

From 99 Products to 99 Experiments

So far, my focus has been product creation—and I’ve been wildly successful at generating ideas. But now, it’s time to shift gears.

This next phase is all about marketing, testing, and feedback. I’m framing it as a transition from the “99 Products” challenge to something new: 99 Experiments. The goal? Prioritize a handful of products and run focused experiments to see what sticks. It’s about finding out how to reach my audience, what they actually respond to, and how to move from idea to viable offer.

Facing the Hardest Part

To be honest, this is the part of the journey that scares me most. I’m not naturally drawn to marketing. Product development is my comfort zone—this isn’t.

But I’ve learned enough now to know that discomfort is part of the process. I may not love this part, but I’m ready to try. And the only way forward is through experimentation, rapid learning, and a willingness to be wrong until I get it right.