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Proof, product, promotion: (thread)
A simple framework for thinking about building and selling anything.
Picture three layers:
Promotion
Product
Proof
Picture three layers:
Promotion
Product
Proof
1/ The Base Layer: Proof
The first thing that matters is proving there& #39;s a need or desire for your thing.
"I know dentists get frustrated with process x."
"I know remote work is making people change y."
"I know I would& #39;ve built my business differently if I knew z."
The first thing that matters is proving there& #39;s a need or desire for your thing.
"I know dentists get frustrated with process x."
"I know remote work is making people change y."
"I know I would& #39;ve built my business differently if I knew z."
Now, most people jump straight into a resource heavy version of building "the thing" when there& #39;s more likely a way to get proof with much less risk.
For example, you could validate the demand for a software product by building a spreadsheet and running it manually.
For example, you could validate the demand for a software product by building a spreadsheet and running it manually.
@Gymshark is a great example of this, screenprint some vests and go where your people are. Trade shows, gyms, etc.
No need to build a huge amount of infrastructure before you know whether or not anyone cares enough to spend $.
No need to build a huge amount of infrastructure before you know whether or not anyone cares enough to spend $.
2/ The Middle Layer: Product
When real proof is the catalyst for maturing the product, you eliminate a huge amount of risk.
For some reason 90% of people approach this backwards, throwing huge amounts of capital and energy behind things they don& #39;t know that anyone wants.
When real proof is the catalyst for maturing the product, you eliminate a huge amount of risk.
For some reason 90% of people approach this backwards, throwing huge amounts of capital and energy behind things they don& #39;t know that anyone wants.
3/ The Top Layer: Promotion
If you have proof, you have a better product, and promotion is exponentially easier.
Satisfied customers, specific insights into the nuanced reasons people choose you over another product or service, all fuel for marketing that will resonate.
If you have proof, you have a better product, and promotion is exponentially easier.
Satisfied customers, specific insights into the nuanced reasons people choose you over another product or service, all fuel for marketing that will resonate.
