The niche test: Run every niche through 3 questions - Is your customer experiencing pain/urgency or irrational passion? Are they proactively looking for solutions? Do they have few or no perceived opt

Eben requires all three questions to get 'yes' answers before testing a niche. If customers aren't emotionally motivated, not actively searching, or have many perceived options, you end up playing the difficult game of convincing people to want what you're selling or competing on price