Follow the Pain

Your ideal customer is someone who needs healing, and is willing to pay for it. The best businesses and organizations solve real problems. If you have to spend a lot of time, energy, and money convincing folks that they need what you’re selling – chances are success will be tough to come by. The trick is learning what the real problems are.

The discovery stage is figuring out what matters most to those you’re reaching out to, and how you’re helping them achieve that. In a non-profit setting the objective is to solve donors’ problems by helping them give in ways that increase their sense of meaning. With food related businesses it may be access, health, or ability to find unique vegetables. The focus is on the needs, wants, and desires of your customers – not the business or organization.

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