Sell the Problem, Not Just the Solution

Foreign. And if you think of the four big chunks of your story that you're gonna have to write, they look like this. You gotta figure out who your customer is. Gotta sell the problem, not the solution. That one seems kind of obvious. And it's like, easy, let that just kind of wash over you. But this is a super important one to think about. You got to sell the problem. What happens when you sell the problem? When you sell the problem, you're there all day, every day saying, this is the problem. The problem is real. It's worse than you think. And it keep going in the old way isn't going to fix things. Right. If you sell the problem, you're saying like, hey, we understand this problem. We understand this problem is real. We understand the pain that you're feeling because of this problem. You sell the problem in every vertical. You sell the problem in every arena. You sell the problem well enough people have no choice but to see you as the expert on the solution too. If you sell the solution, people will fight you. Oh, really? Oh, so it's the best thing ever. Is it really the best? I don't know. This other thing's pretty good too. But you sell the problem. Hey, man, this is a tough problem. Yeah, I know it's a tough problem. I mean, it's worse than you think. I know, it's really bad, right? Yeah, I mean, it's. What's weird is we can't just keep doing this the old way because it's just gonna get worse and worse and worse. And we can't just, like, work myself faster to get there or hire more people to get there. It's not going to work in the old way. I know, I know. The old way is rough, huh? Yeah, it is. People don't even understand how rough it is. I know, I know they don't, but we do. Oh, right. They want to hear it. Want to hear it. Because you got to be different, not merely better, by the way, they should say merely. You don't want to be different and worse. Right? Just have what's understood. You still got to be better. Right? So it's just I sort of. I mean, you're all kind of brilliant humans, so I didn't actually write the word merely, but it's different. Not merely better is the idea. Right. Because better, weirdly, paradoxically, better is a race to the bottom on its own, right? Faster, cheaper, more, until you're doing everything instantly for nothing. That's no business. That's not a business. Everything instantly for nothing's not a business, you cannot compete on better. You have to compete on different, not merely better. By the way, of course, we're obviously better, but we are a different approach.