The ability to build stuff, engineer solutions… create things, that then become an asset or a tool:
It’s what enables a regular person with expertise and skills to build a thriving business.
But, being a maker has a flipside, in that it can be the very reason why your business isn’t going anywhere.
Especially if you also live with solutions-bias, and you just can’t stop tinkering, trying to build the perfect solution.
I see this a lot with developers and SaaS founders:
Always building more features and functionality – because the thinking goes “The better my product, the more people will buy it”.
And yes, you need to build quality kit if you want people to buy it – whether you’re a coach or a developer:
Your thing needs to be good.
But there’s a point where it’s ‘good enough’, and you need to get out there and interact with potential buyers.
If you don’t, you’ll be trying to appeal to people without knowing with precision who is the most likely candidate, and you’ll be using messaging without knowing if it’s what that specific person needs to hear.
So you run your marketing, you’re seeing the clicks, you’re getting the traffic, but sales aren’t what you were expecting?
Then before you decide to go and rewrite your salespage or build different lead magnet, ask yourself:
Am I doing this in order to avoid having conversations that teach me who is my ideal client, what their motivations are for buying my thing, and what kind of messaging they want to hear?
I’ll bet ready money that in many, many case, the answer is yes: it’s procrastination.
Not only that: it’s procrastinating on one of the most important things you need to do:
We’re facing that challenge right now, with Growboots (the agency I started with my friend Antonio, to help bootstrapping founders).
It is SO very tempting to start building something, maybe a tool, or a dashboard, or something useful for our people.
But we’re not.
Not the time yet for building.
Right now, it’s the time for research.
For figuring out who, why, what, and how.
Only once we’ve had our 100 conversations, should we logically start thinking about dedicating time to building.
So whenever you feel tempted to go into your happy place and start building and tinkering, because that should solve your marketing and sales problems, ask yourself:
Am I procrastinating on learning my people?
One of the things I help people with, is designing a process for doing outreach and market research. If today’s article resonates with you, and you’re ready to put down the tools and start talking to people – and you want guidance on how to get the most return for your efforts, let me know.