Problem V Pain

There is a difference between identifying a genuine problem and figuring out whether the problem is one that your customer persona desperately wants to solve. Only the latter gives rise to a business.

Lots of problems exist - and people may complain about them - but don't really want a solution for them. They may prefer to live with the pain, or not solve the pain as it brings them some unspoken type of emotional or psychological benefit.

A business only works if there is a problem AND a desire to solve it. This is usually triggered by a pain that causes suffering not just irritation. If there is no suffering then you are usually creating a 'nice to have' and traction will be slower.

To get faster traction, hone in on the core kernel of suffering. Find where it really hurts.