On Selling and Convincing

Don’t sell what you know people need; sell what they will buy. As a subject matter expert in user experience, I often knew what people needed to create a better, more user-friendly and hence more successful product. However, just because I could identify these needs didn't mean that my prospects shared the same understanding. My main learning from starting my first business was the importance of aligning my offerings with what the market is actually willing to purchase.

In many instances, I found myself dedicating excessive time and effort trying to convince potential clients of their needs, which ultimately felt like a pointless endeavor. Instead, I should have focused on what they were actually willing to invest in. This realization forced me to pivot my approach from providing what I thought was best to offering solutions that resonated with their immediate desires and monetary commitment.

This means conducting thorough market research, understanding customer pain points, and being attuned to trends and preferences within the industry. It’s critical to craft a value proposition that speaks directly to the desires of your target audience rather than relying solely on an expert perspective.

In summary, aspiring entrepreneurs must prioritize the market's willingness to buy over their own assumptions about what is needed. Matching your products or services with what customers are eager to invest in is key to entrepreneurial success, and it’s a lesson I wish I had learned earlier in my journey.