First off, get problem-solving, because having a brilliant product without knowing the problem you are solving is a terrible situation to be in.
It will kill your growth stone dead.
Last week, we ran a project with a successful company looking to expand into an adjacent market, facing a big dilemma. They've seemingly got a great product, but they don’t understand the problem they solve or who they're solving it for.
They can create unlimited use cases, seemingly there is nothing they can’t do.
But that is not enough, especially in a market as crowded as theirs. It’s no good trying to solve everything for everyone because you end up solving nothing for anyone.
If you are moving into an adjacent market, launching a new product, or expanding your services, get uncomfortably narrow with your target audience and what you are offering.
Zoom in and focus.
Problem-solving comes first
Work out who are your most important customers. Understand the problem you solve that is most relevant to them. Articulate your message clearly and concisely.
If you sharpen your message and offer, you can become the go-to solution for specific needs, rather than just another option that needs explanation and justification.
Don’t be a rebel without a cause, be one with a purpose. It’s your only option.
Keep growing.
