Find products people already want — never sell what you want to teach
The single most dangerous thing you can do in business is create a product based on what you want to sell. The market doesn't care about your passion for a topic. It cares about its own problems. Your job is to find things people are already searching for — urgently, with money in hand — and give them that. Don't try to create demand. Find existing demand and serve it. Customers are already out there telling you what they need if you're listening. When you interview them, ask about their fears and frustrations, then align everything you build with those specific words and needs. Build the product to their specs, not yours.
Relevant Clips4
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Expert Thinking vs Customer Thinking: A Critical Distinction
You're thinking like an expert instead of like a customer. Experts focus on what people really need, but customers buy based on what they think they want. You need to tune into their perceived needs first to build trust, then guide them to what they actually need.
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Build Product Entirely Around Customer Fears and Frustrations
Base your product entirely on customer needs rather than your expertise. Ask customers about their fears, frustrations, wants, and secret dreams, then align everything - headlines, content, training, and product names - with those specific needs.
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Find Products People Already Want to Buy
Don't create products you want to sell. Instead, find products that people are already searching for and want to buy. Focus on solving existing problems and fulfilling existing desires rather than trying to create new demand.
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Interview Customers to Build Products They Actually Want
Interview customers to understand their specific needs, then create custom-tailored solutions that address exactly what they're looking for. Don't create products based on what you want to teach.