Project 2012: Day 26
This seems self-evident, but just listen to people when they talk to you about your business idea. It’s either, “that’s brilliant, I’d pay money for that” 0r “I wouldn’t buy that…”
And that’s the point – unless the person you’re speaking to fits into your customer micro-segment – It. Doesn’t. Matter.
Would you buy your product? Again, only if you fit into your customer micro-segment! If you don’t: It. Doesn’t. Matter.
The problem for start-up directors getting caught up in liking their product so much is three-fold:
- Scope creep is driven more by your personal, emotional, desires than the data.
- Launch paralysis. It’s more important to launch and iterate than it is to wait for the feature you want.
- The inability to change, or to see any flaws in your solution. You believe in your product so much, it’s just that well, no-one else does
Now I’m not suggesting you shouldn’t be able to empathise with your customer, or know at an experiential level what will delight them. That was the thrust of last weeks post.
But the next time someone suggests that they wouldn’t buy your product, respond with:
“Would you if you were a Pakistani 15 year old girl?”
or
“But you’re not a left-handed tennis player”
By all means believe in your product. Definitely passion for your solution is more important than business spreadsheets. But remember that you are not your customer.