https://techcrunch.com/2021/10/01/the-first-win-getting-early-customers-to-take-a-chance-with-you/

New companies face innumerable challenges around fine-tuning their product and constructing the appropriate revenue model. You may be looking ahead to raising some funds and trying to juggle the administrative aspects of running a business, but before all that, the purpose of your company is to sell your solution and generate revenue.

But to do that requires customers, so how do you get someone to take a chance with you?