Don’t Convince Your Customer
Yesterday I brought Guy Kawasaki to Singularity University’s Graduate Studies Program. Guy gave an amazing presentation about The Art Of The Start (I’ll get you the video of his lecture — we’re editing it at the moment).
Out of the many pieces of advice Guy gave our students one point stood out for me:
Don’t try to convince your customers to buy your product or service. If they get the innovation within 5 minutes — perfect. If not, move on.
His point is well taken as way too many entrepreneurs believe that a) their innovation is so amazing that the whole world will want it (not true), b) everybody will get it within seconds (also not true) and c) if they don’t get it, it’s only a question of hammering it into your customers’ head (yep — also not true).
Typically there is a very specific user who will get what you’re doing and who will gladly buy your solution. This is your early adopter. Instead of wasting your precious resources on convincing all the other people who don’t (yet) get it — focus on being laser-focussed on who your early adopter are and court them (and just them).