There are two types of startups: those that sell into existing markets and those that create new markets. There are ups and downs to both. Selling into an existing market means you have a clear idea of customer needs and market size. It also means you have lots of competition. Creating a new market tends to cost a lot of money and the upside is uncertain. But you get to define the market and potentially capture a strong position in your customer's minds, like Uber or Airbnb.When Dialogue started, telemedicine wasn't really a thing. At least, it wasn't a thing companies paid for in Canada. Cherif built Dialogue into a public company in just a few years by creating a new market.In this episode, he shares details of how we crafted the story and sold the product to his first few customers. If you want to learn how to create a new market, check this episode out.