Solutions Rarely Find Problems, But…

…problems very, very often find solutions.

Here’s the thing: a fundamental mistake we make far too often as entrepreneurs, is to create a solution, and then go out looking for people who want that solution.

This makes for excruciatingly ineffective marketing and sales.

A solution looking for a problem to solve will rarely find that problem it can solve.

If we go out looking for ‘people who want the thing we have’, two things happen:

First, we become myopic. We narrow down our vision, to the select set of people or companies who might want our solution – but we only know so much about who they might be.

So we miss opportunities because we’re not finding what we think we should be looking for, and we keep looking for it.

Thus we keep ourselves blind to the actual problems out there, that we might be able to solve, and that people do want our help with.

Secondly, our communications become self-sided, because we have that solution in hand, right? “Look at this cool solution, and what it can do, and why you might be interested. Are you interested, in my solution?”

Your buyer will hear or read that discourse, and they’ll disconnect. Because nothing in business is ever about us, or even our solution – it’s always about the other and the problem they want solving, and that’s the kind of messaging we ought to be giving them.

It’s not ‘This is an awesome thing, the best I have’ – it’s: ‘This is exactly for you, for the kind of problem you want to solve’.

When you communicate that, you’re ‘speaking into the buyer’s world’, instead of from inside your own world.

And that gets people interested, and that makes for sales.

So as you go about your business building and marketing and sales etc, remember:

Don’t be a solution looking for a problem to solve.

Be a researcher, trying to find out which problems exist for those you want to help, before you do or say anything else.

And only once you’ve achieved that and identified those problems, do you talk about the solution you have for them.

And, if you’re dealing with a problem in your business related to growth or sales or impact, maybe I do have a solution, who knows.

But tell me about the problems, first.

Cheers,

Martin


Also published on Medium.

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