Ep. 71 Find the Pain

This week I had a breakthrough session with a Founder who is in the very early stages of launching his business. The big challenge is finding product market fit. This Founder is a classic Type E - Expert Craftsperson. Huge domain expertise in his field garnered from years of experience working inside some of the biggest companies in the space. This founder literally knows the game from the inside out. For any Founder, this domain knowledge and behind the scenes insight is a huge strength. But it can also work against us - and actually be a major challenge when it comes to product market fit and go to market. Here's why: When we are expert at something, we forget what it was like to not know what we know. So our starting point is the amazing solutions we create. We're ready to give people the answers. The problem with this is that the starting point for our customers is the pain they are dealing with. Sometimes we are so enamored with our elegant solutions, that we get surprised when potential customers don't get it. We need to start with their pain. Not just any pain. We need to find the PAIN. For your business to grow easily, the pain you solve needs to be super urgent to your customers. What Perry Marshall calls their "bleeding neck pain." The product-market fit quest, is really a quest to find the PAIN. In this week’s Rocket Ship Founder Podcast, I talk about how to find the PAIN. I cover: - 3 Different kinds of pain, and the ways to find them - 2 Questions to help uncover pain "without leading the witness" - 1 question that tell you if you've found an urgent PAIN This 13-minute listen will transform how you see your business. To your success,