TFT: Do Not Sell a Product. Solve a Problem.
It’s Not About Features—It’s About Solving Real Problems
You’ve created a truly innovative product. You know it solves a problem because you faced that same challenge yourself. Now, it’s time to bring it to the world. Naturally, you might think this is the time to start focusing on product sheets, ads, and customer testimonials, right? Wrong. Now is the time to evangelize the problem. Tell everyone and anyone who will listen about the problem your product addresses. It’s easy to focus on the unique features you’ve developed, but those features don’t build community—a problem does. That’s the focus of this week’s Thought for Thursday post.
Problems Build Community
I’ve touched on the importance of evangelizing a problem before, so for more on that, see my previous post. But for this week’s TFT, I want to focus on how a problem-focused approach builds community. When you talk openly about the problem, you’re giving others permission to acknowledge their own struggles. Remember, you created your solution because nothing else out there quite fit the need. There are others who share this problem, even if they don’t describe it the exact same way as you do. Bring the problem to life. Put it out there, and you’ll hear people say, “Oh yeah, I have that problem too.”
Once you’ve connected with those who share your frustration, you’ve found the foundation of a community. Engage with these people by asking questions about their experiences:
How is their experience similar to your own journey of trying to solve it?
How is it different?
Have they tried other solutions on the market?
What aspects of the problem still challenge them?
Now you’ve got a community focused on solving this issue, and you’ve learned more about the gaps that still need addressing. You also have a potential Beta group for your solution—people who can try it out, give you feedback, and help you refine it further. Your community will naturally tell you what’s working and what’s not. This is a conversation centered around the problem, with your solution as one potential path forward.
By approaching your business this way, you’re ensuring that the final solution you bring to market genuinely solves the problem. You’re also building a community that will advocate for your solution. Start with a small group, let them help you refine it, and soon enough, you’ll have a small sales team—your community—helping to spread the word to everyone who might benefit.
Action Step
What problem are you solving? Define the problem in two to three sentences. This is your problem statement. Now pitch this to anyone that will listen. Those that have this problem become your Beta group. Share your problem state with at least 10 people this week.
Additional Reading:
1. “The Art of Evangelism: Building Community by Focusing on Problems, Not Products”
2. “Turning Customer Problems Into Business Opportunities”
3. “Why Listening to Customers’ Problems is the Key to Great Sales”
4. “The Role of Community in Product Development”
5. “The Power of the Problem-First Approach in Marketing”
Are you looking to improve your sales process or hire your first sales professional?
Are you a technical expert ready to transition into sales and need guidance?
If so, we’re here to help! Reach out to us with your specific challenges, and we’ll schedule a time to discuss how we can develop a customized plan to meet your goals.