By the Ocean
Breezy 71 Degrees
5:59 a.m.
There are plenty of problems in the world no customer or client cares about solving. If you want to build a great business, don’t choose one of these as your focus!
Should you ignore this advice and select one of these problems, you’ll probably enter into a downward spiral that will eventually get you asking if you have any value to deliver at all. You’ll probably think that your lack of momentum has something to do with your own value as a human, but it doesn’t. It is simply a reflection of how much the market cares about the problem you’ve chosen to solve.
The good news is that this doesn’t mean you have to change what you do. It simply means you have to change the reason you do what you do.
Make that reason something people really care about.
Most of my work used to be about putting words on a page to help people get sales. I still do that because, even though A.I. is being hyped from every corner, it still takes a human to buy something.
But that kind of transactional work has taken a backseat to a more important problem for businesses: where are you going, why, and what do you look like to the marketplace on that journey?
Once those questions are answered, all of the stuff that gets created becomes far more powerful. I used to just make the stuff without asking about any of those other questions, but now I make the stuff in service of a much bigger problem that is being solved.
If you want more money, better clients, a higher quality of life, solve problems people care about.