One Problem. One Promise.

What you actually need to start are the following. You need one problem to solve. If you are going to kickstart this journey, follow the man overboard test to make sure you have a hyper-specific problem. I'll give you another business model to kind of analogize that example. Costco's business model in their aisles for every product, usually they only give you 2 options. One that is a branded name, and then Costco creates a second option that is a Kirkland brand. And the reason that Costco does that is because they don't want to confuse the buyer. They want the buyer to quickly make that decision. You need one problem to solve, one clear promise, which is the solution, and then one way to deliver it.