Don Dalrymple — November 9, 2019 
What do people already want to buy?
It’s far easier to meet demand than create demand.
I have been in businesses that are innovative and the proof of concept, go-to-market strategy and target customer all have to be identified. This approach takes a lot of commitment to discovery and gathering feedback. You have to see what sticks and makes sense to a person you are in conversation with.
If you simply identify and meet existing demand, you spend little time in R&D trying to figure out what people want. People already buy services like accounting, HVAC, furniture moving and marketing. You are helping people with what they are already wanting. Helping people is the focal point and doing it pleasantly, consistently and with excellence is enough to drive revenues.
If you have a new service, then see if you can tell the story in terms of what is known. If you have to spend a lot of time educating people, it can be expensive and frustrating. We buy things we know.
Perhaps your invention does a better job cleaning a room than vacuums and disinfectants. You can spend a lot of time educating people on why your invention is innovative or you can open up a cleaning service and sell monthly service plans.
The idea is to look for existing markets that your use case markedly performs better with. Maybe make your are offering a tool to use within the business rather than a product everyone has to understand.
Convincing people they need something they have a hard time understanding can drain your bank account fast. Leave that to the infrequent world changer that comes along.
We have a ridiculously crowded market place. People are buying things all the time. Simply give them what they want.
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