In this conversational monologue, George Kao explains why having a problem does not automatically translate into a purchase. He introduces a three‑part framework—pain, goal, or experience—to classify what a buyer is actually seeking, and stresses that a prospect must want to work on that pain or goal for a sale to happen. He illustrates how people can recognize a problem yet resist solutions because they are not ready to engage with it in the offered format. Kao then outlines practical market‑discovery tactics: the strongest signal is whether the prospect actually buys the product when offered; the next‑best signal is asking what related programs, courses, or group experiences they have purchased in the past. He points listeners to his “George Kao market discovery” blog posts for deeper guidance. Throughout, he uses a conversational, instructional tone, addressing a listener named Karen and using permaculture entrepreneurs as a concrete audience example. The overall message is that sellers must first identify which of the three buyer motivations applies, confirm the buyer’s intent to address it, and then validate demand through concrete purchase behavior.
Chapters
No, I'm, I'm so unique. You, you— it's hard for you to sell me anything because I'm so unique, right? I'm so unique. Has anyone ever felt that? Like, like, is this thing really for me? Like, I'm so special. I am. I have such a unique life circumstance, right? But when I see something and the person speaks to my life circumstance, I'm like, you get me. You Okay. And so, but more important than that, and that's maybe some of the work that we're doing here, but more important than that is, does this thing work? Because I feel like you guys have done enough of the you get me work also. Okay. You've done enough of the, does this solve a pain? Does this reach a goal? Does this give people an experience? So it's either pain, goal, or an experience, right? Does this solve a pain? that they currently are actually wanting to work on. This is important. This is important. Okay. Hello. I was sold something in the past where I'm like, I don't really wanna work on this. I don't really wanna work on this. There was a particular relationship issue that I had, marriage issue that I had, and a friend recommended someone. What I, I didn't even ask for this, but a friend knew someone who like, cuz I was confiding in my friend, a friend says, hey, you should buy this other thing. I'm like, I don't want to work on that. I, I, yes, it's an issue, but that's— I don't, I don't want to work on it in that way anyway. I don't want to work on this with somebody. You see what I mean? Like, this person can have the pain, but they might not want to work on it. You see what I mean? Like, they have to want to work on the pain. They have to actually be looking for the solution, right? Can't just be having the pain. Secondly, they have to have the goal and that they are actively working on it. They could say, you know, I yearn for this, but I don't really want to work on this in this kind of way. I don't want to join a program and work on that. I'm just wanting to do my own thing. And that's legitimate. Whatever their path is, you should honor that, right? And the third is they want to have an experience. This is where people are selling tours. Obviously, you sell an experience and you sell a retreat. People want that experience. You don't need to solve a pain. You need to help them reach a goal. You might mention that, but they're really there for the experience. They want to be with the people. They want to have a breakthrough experience of some kind, whatever it is, peak experience. It's a pain goal experience that they actually want, that they actually— and so that's why I always tell people, listen, and Karen, this is for you. Once you kind of know who you're addressing, Karen, super clear, permaculture folks who want to start a business, then you have to go to them and find out what they're buying. This is my market discovery work. If you don't know what that is, you can go to my Google George Kao market discovery. I have blog posts about this, okay? So you don't have to buy anything, just read it. But it's like the clearest market signal besides I tried to sell it to them and did they buy it or not, okay? That's the ultimate market signal. And this second best market signal is let me ask them what they bought that's related. Kind of related to what I'm not saying. Do you buy Netflix? Do you buy coffee? That's not— who cares? Unless I'm selling streaming services and unless I'm selling coffee, I don't care about that. Do you buy— I'm a coach, right? Or I'm a— or in Karen's case, right? I'm selling a curriculum, right? A program experience. Do you buy— when was the last time you signed up for like a group experience? Well, what was that? Do you buy courses? Oh, what kind of courses do you buy?
