I think one of the biggest failures of developers is thinking that tech means anything when launching a business. Tech that works is table stakes. If nobody knows about your product then it may as well not exists, from a business perspective. If you want to start a business, the marketing and customer acquisition strategies are as important (if not more important) than the tech. Someone has to make sure your potential customers know your solution exists. It can be the founder or it can be a VP of Growth, but it is a job that must be done or else you may as well not waste your time writing the code in the first place.