After several years working on different digital projects and businesses, this is something that happens all the time. Many ideas and businesses become confusing because they start to give “the answer” before “the solution.”
The customer's need deserves a full paragraph
Spending a sentence or two stating gambling data singapore our potential customers ’ need or problem is often a wasted effort. For startups, for example, the need is all that really matters. It’s the foundation of their entire business. It’s how you position your product. It’s the “why.” And it can trigger powerful emotions , like empathy and disgust, just to name a couple.
Every need is contextual. It is felt by a particular person, at a particular time, in pursuit of a particular end goal. It has a functional side, for example: “I need to make this picture look beautiful,” and an emotional side: “I need my friend’s attention.” This needs to find a way to be fulfilled . . . with or without your product/service.
Working on various marketing strategies, I have had to find a way to express the needs of clients who:
Build empathy with an early adopter niche
Clarify the functional and emotional aspects of the need
Avoid the trap of working backwards from the product
That’s when I came across Dave Bailey’s concept of “narrative of necessity”…
Writing a narrative of necessity… something imperative
The need narrative outlines a thesis on how to improve people’s lives. A clear description of the need helps you prioritize features, communicate the product effectively, and focus on the most important niche. Each field in your need narrative is testable from day one.
For _ [target audience], it's a constant challenge to [overarching problem]. Every [time period], these people [perform a key activity] to __ [achieve a main goal]. This is especially true if you're a [niche].
The main problem they face is _[primary functional problem related to activity] leading to [worst-case/worst-case outcomes]. Today, their best option is [substitutes], but of course, they [most common complaints of each substitute]. With __ [key trend], the problem will only get worse over time.
If only there was an easier/better/cheaper way to _[perform a key activity], then customers could [quantifiable impact on your primary goal] that would lead to [positive outcomes/emotions]. With _ [number of potential customers], there is a clear opportunity to meaningfully impact a large number of people.
Here are some questions to help you fill in the blanks for your business/startup:
Target Audience: Who are your potential customers? For B2B startups, who actually uses your product/service?
General problem: What is one problem that every prospect can agree on (e.g. not enough time or money)?
Key Activity: What are customers doing while using your product (e.g. booking flights or collecting receipts)?
Main objective: What is the ultimate goal of undertaking this activity (e.g. travelling abroad or preparing a VAT refund)?
Niche : Which subgroup of potential customers is most likely to be early adopters (of the product or service)?
Primary functional problem : What is the most difficult part of doing the activity today?
Bad/worst outcomes : What is the worst-case scenario if the activity goes wrong? For B2B startups, what is the negative business impact?
Substitutes : What is the next best option or alternative solution?
Most common complaints : Why do customers hate these substitutes?
Key Trend : What will make this problem worse in the future?
Quantifiable Impact : How can you measure the impact of solving the problem?
Positive outcomes and emotions : What good things happen as a result? For B2B startups, what is the positive business impact?
Number of potential customers : How many people can you target?
Now it's your turn
To bring your message to life, use specific language and vivid metaphors. Tweak the formula to make it work for you. And test it on both potential customers and laypeople to make sure it's accurate and easy to understand. Your goal is for anyone who hears it to be able to put themselves in your customers' shoes.
When potential customers hear you , they should relate to each point. Once they validate the need, try asking them to guess what your product/service does to address it. Not only may potential customers come up with great ideas, but they may also expect much less than you originally thought with your product/service idea.
