How do I find customers?

There's a big difference between asking:

How do I find customers for my product?


Who’s already searching for a product like mine?

Going door-to-door with your product, hoping to make a sale, feels different than opening your store's doors to a line of people, who are waiting to buy.

Business is harder when you have to go out and find customers for your product.

It's easier when you build something people were already looking for.

The reaction is different too!

When you make something and go out searching for a buyer, the response is often muted. You have to do a lot of work just to get people to take a look at it.

But if you build a solution that people were already looking for, folks will come to you. You don't have to work as hard to find customers.

In my hometown, Ratio Coffee sells homemade donuts every Friday. They cost $5 (five times more than a donut at Tim Hortons). But most Fridays, the lineup outside of Ratio looks like this:

These people were searching for the "best donuts in town." They don't want the cheapest donut. They don't want cupcakes. They want the best donut.

Andrew, the owner, doesn't have to go door to door asking people to buy his donuts. People show up because it's something they already want.

There's an old startup axiom that says "build something people want." That's not quite right. You want to find out what people are already pursuing. Then, build something better than what's currently available.

Make something that people will line up for.

Hope this helps you on your journey,
Justin Jackson

Published on February 28th, 2020
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