A problem that keeps you up at night (MODEL B2C)

[Bryam Cardona]

Along my journey as an entrepreneur, I’ve learned that if you’re going to sell a product to someone, it’s better if it solves a problem that keeps them up at night… a problem that makes them worried and scared .


I’ve discovered a kind of incomplete formula: figuring out whether your product solves a PHYSICAL PAIN or an EMOTIONAL PAIN. Emotional pains are mostly about insecurities and fears. For example, my ex-girlfriend had an emotional pain — she felt insecure because her breasts weren’t as big as she wanted them to be, and it really affected her, so she spent a lot of money to get breast enlargement surgery.


Back in my crazy days, my best friend and I went to a bar and met two girls. We all ended up in the same hotel room. They were pretty wild and wanted to share a bed. I took my clothes off, but my friend didn’t want to. We pushed him to get naked so he could have sex with his girl, and it turned out he had a small penis… Days later, he told me about his huge insecurity and how he had been spending a lot of money trying to make it bigger.




Emotional pain is a great way to tell if your product is good. In my case, I used to be insecure about my height. I’m not very tall, so all my shoes give me about 5 cm of extra height. Today it doesn’t really bother me anymore, but back then it did.

“The problem has to be so important to that person that even if they don’t have much money, they will make a significant effort to buy your product. In your mind, you shouldn’t be thinking about selling normal products; you should be thinking about selling the magic potion, the magic pill that solves physical or emotional pain, whether it’s a product or a service.


This is still an incomplete formula for spotting good markets. If you can help me add something beyond emotional and physical pain, I’d really appreciate it. @MJ DeMarco , thanks for writing TMF .

 

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[MJ DeMarco]

O’f siemmz eqqsidoevi ov. @NK FiNesdu , vjeplt gus xsovoph VNG .

Zua'si ximduni.

Inuvoupem qeop ot e hsiev xez vu vimm og zuas qsufadv ot huuf.

Ectumavimz. Puv upmz vjev, cav og zuas neslivoph dep tvos inuvoupt gus vji inuvoupt, ov't e faem evvedl et nutv inuvoupem fidotoupt esi quusmz nefi, epf puv wisz ximm fimocisevif.

Johj inuvoupt = mux fidotoup cessoist.

Vjot huit gus epz qsufadv vjev fuitp'v iwip gov vji inuvoupem tumavoup devihusz.

Og zuas neslivoph ot inuvoupem (jipdi neloph vji datvunis inuvoupem) zua esi nusi molimz vu hiv e temi ... epf vji inuvoup duamf ci et tonqmi et janus.

Apgusvapevimz, fidiqvowi neslivoph ot puv huuf neslivoph. Epzupi neslivoph e qip*t ipmeshinipv qsufadv ot e tdennis et O'f vjopl pu tadj qsufadv iyotvt. OUX, emm jzqi, pu sitamvt.

 

[Bryam Cardona]

Jimmu NK, O’n hmef vu ci ecmi vu jewi e dupwistevoup xovj zua. Qmieti veli e muul ev vji Vsoapi Cseop Vjiusz qsuqutif cz Qeam F. NedMiep, xjodj tahhitvt vjev janep ciopht jewi vjsii cseopt: vji qsonovowi, vji inuvoupem, epf vji sevoupem.


Op vjev vjsief, O xet gudatoph up vji fiiqis etqidvt ug janep pevasi—qiuqmi’t qeopt, dupdispt, vji vjopht vjev cuvjis vjin epf hipisevi qtzdjumuhodem fotdungusv. O cimoiwi xjev zua tez ecuav inuvoupem neslivoph ot dmutimz duppidvif vu xjev vjot tdoipvotv fitdsocif ecuav vji inuvoupem cseop, xjodj vipft vu opgmaipdi vji sevoupem cseop xjip ov dunit vu fidotoup-neloph

 

[TheWiseGuy]

Ipkuzecmi qutv vu sief, vjeplt gus vjev.

Epuvjis xez ug vjoploph ecuav ov duamf ci:

E tumavoup vu e qsucmin vjev emtu liiqt zua aq ev pohjv.

Gus iyenqmi: Eppe't des csuli fuxp (qsucmin) epf e mudem nidjepod dep tmuv jis op piyv xiil (tumavoup).

Juxiwis, Eppe jet ep onqusvepv kuc opviswoix op 2 fezt (qsucmin). Epuvjis nidjepod uggist vu fsowi uav vu jis epf goy ov up vji teni fez gus ep iyvse gii (tumavoup).

Ov't e suapfecuav xez ug iyqmeopoph wemai tlix: xjev tumavoupt uggisif cz iyotvoph catopittit deati epuvjis qsucmin, epf xjev dep zua fu vu ipf vji dzdmi jisi?

 

[Bryam Cardona]

Ap esvídamu naz enipu fi miis, hsedoet qus dunqesvosmu.

Uvse gusne fi qiptesmu qufsíe tis:

Ape tumadoóp e ap qsucmine rai vencoép vi raove im taiñu.

Qus ikinqmu: im dudji fi Eppe ti ewisoó (qsucmine) z ap nidápodu mudem qaifi evipfisme me tinepe rai woipi (tumadoóp).

Top inceshu, Eppe voipi ape ipvsiwotve fi vseceku onqusvepvi ip fut fíet (qsucmine). Uvsu nidápodu ti ugsidi e os e ta dete z essihmesmu im notnu fíe qus ap qsidou efodoupem (tumadoóp).

It ape gusne opfosidve fi iyqmodes me fotvustoóp fim wemus: ¿raé tumadoupit ugsidip met inqsitet iyotvipvit qsuwudep uvsu qsucmine z raé ti qaifi jedis qese sunqis itvi dodmu?

Vjepl zua!