Should I pause building my product to sell someone else's?

I'm stuck in the exhausting loop of building a product, shipping it, and then nothing. After my last launch ended with zero users and zero revenue, I realized I am hiding from the most critical work: acquiring customers.

I was discussing this with a friend who's a successful founder, and he told me most of us are "building backwards." He said we obsess over code and features (the fun part), but neglect the sales and marketing, which is where startups actually live or die.

His suggested solution: Start with a white-label product.

His why:

• Master the real challenge first: Learn how to market, sell, and build a distribution channel

• Generate revenue immediately with a product that's already validated and has market fit

• Don’t get emotionally invested in a solution nobody wants

He's so passionate about this model he even launched a directory of white-label companies to prove his point.

I'm seriously considering making this pivot.

For all the makers and founders here:
Have you tried this "sell-first, build-later" approach? What are the biggest pros and cons I'm not seeing?