The most powerful concept in product marketing is inertia:
People, generally, continue to do what they're already doing.
(Or, they keep "not doing" what they're already not doing. 😉)
People, generally, continue to do what they're already doing.
(Or, they keep "not doing" what they're already not doing. 😉)
In my experience, it's not worth chasing prospects who aren't already making an effort.
You want self-motivated customers: folks who are hungry for a solution.
"F*ck this, I'm fixing [this problem] today."
You want self-motivated customers: folks who are hungry for a solution.
"F*ck this, I'm fixing [this problem] today."
"Inertia" explains why the podcasting industry saw a huge bump during the initial lockdown.
Folks were like: "OK! Now's the time. I'm finally going to start that podcast I've been dreaming about."
The lockdown disrupted them. It gave them the momentum they needed.
Folks were like: "OK! Now's the time. I'm finally going to start that podcast I've been dreaming about."
The lockdown disrupted them. It gave them the momentum they needed.
Questions to ask when exploring a new market:
1. Are they searching for what you're thinking of building?
2. How do you know? What evidence do you have?
3. How motivated are they? How willing to pay?
4. Are they already convinced they "need X," or do they still need convincing?
1. Are they searching for what you're thinking of building?
2. How do you know? What evidence do you have?
3. How motivated are they? How willing to pay?
4. Are they already convinced they "need X," or do they still need convincing?
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