I disagree. Even if you make the best software ever, getting your first 100-1000 paid customers is hard. But if your software is good, and you have 1000+ paid users, paste that point, your product will market itself. Or you could just continue to sell to the customers you already have. And even the most clueless entrepreneur will make money.
I wish this was true. Our existing customer base is very pleased with the product. But they don't influence others to purchase. We're a gnat in the loud circus of the market place. The product doesn't market itself because not enough people find out about it.
What are the advantages of your product compared to the others? What are the strengths of your company, and how can you use them? What is the immediate action needed for a step in the right direction?
