If you’re looking to build a business,

You’re likely looking for the things your “Passionate” about,

Something that fulfills your “Purpose”

Chances are you’re a good human.

You feel a calling to serve others.

You want to leave an impact on others.

That ends up showing up as charity type work, humanitarian type work, some type of aid.

Those things are some of the most fulfilling things we can do as humans..

We can feel like that is our calling..

BUT..

Your purpose on this planet (business wise) is to give it to those who want it, not sell to those who need it.

It’s a harsh reality that people buy things they want over things they need.

It’s the reason the medical industry is 90% reversal, and 10% preventative.

They’re forced to be that way.

Lucky most of us entrepreneurs aren’t in the medical field.

Trying to sell things people need, is as inefficient as making a key and searching for locks that the key fits.

Selling to people who want something, is equivalent to finding a lock and fashioning a key.

You’ll spin your wheels for months if not years, selling to those who need.

Chances are, if someone truly wants change for themselves they’d be on the road to getting started.

Help those people go from good to great👌🏽

You’ll thank yourself later.

Example #1

Resume Writing Course 📝

A gentleman I worked with launched a course right after 2020, saying “this is exactly what the the world needs because as jobs open back up everyone’s going to need to write a perfect resume to land better jobs!”

2 months of running ads to his $549 course, 200 sales calls later, he had made 0 sales.

His feedback led to his realization,

The people who needed this course, couldn’t afford the course because they didn’t have sufficient income to pay for it 😡

2 months later, re-launched the same course targeted to those with good jobs looking for great jobs.

Safe to say, he’s doing just fine now👌🏽

LESSON : Address your CORRECT audience

Example #2

Workout Optimization Software 🤳

There’s a story of a struggling gym owner who had clients left and right beginning to cancel memberships and training due to lack of results..

He thought about how he can fix this and launched an app for his clientele that would collect all the the data of workouts hands free, count the reps by the movement of the phone, can add in weight numbers, amount of sets, rest times, and track progression as the weeks go on.

He added it as a free service that comes with memberships thinking it would reduce his cancellation rate.

3 months later, and the cancellation rate stayed the same despite having an awesome new software that came free with all memberships.

The data came back and he realized the problem wasn’t suboptimal workouts,

It was that people couldn’t get themselves into the gym at all, leading to low results.

He then only offered the app to those who committed for 6 months or more, or paid the premium membership, and those sales made up for more than the typical cancellations from those who don’t make it to the gym anyway.

LESSON : Address the barriers

Example #3

Dirty Dogs 🌭

Building a restaurant making Dirty Dogs (Hot dogs wrapped in bacon, covered in every condiment known to man) sounds smart,

But we don’t see any.

Now, those same Dirty Dogs coming from a cart, right outside of the bar at 2 AM, to plenty of drunk patrons, is suddenly the greatest solution to drunchies ever conceived.

LESSON : Feed a hungry crowd.

Your job is to happily build something people want, not struggle to give what people need.

Let go of the clients who will hand you the rope they plan to hang themselves with.