What does demand look like, practically? It’s people *already in motion.* They’re already searching. They’re already thinking about it. They’re already trying to solve the problem.
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Increasingly, I think the idea of “build an audience before you build your product” is misguided. An audience is *helpful* for launching into a category, but isn’t enough on its own. You need true market momentum.
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Purchase-intent usually shows itself as "potential customers searching for a solution." Recognizing that demand, and later, creating supply, doesn't necessarily require you to have an audience.
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Sometimes, having an audience can *work against you* because it gives you false-positives when you launch something new. (This has happened to me)https://twitter.com/seanwes/status/1300121861796241410 …
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This is the reason people shouldn't shy away from product categories that seem crowded. That's evidence of demand. You don't need to convince people that they need your product, just that it's a better fit than another product.
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Been reading some of your stuff (and others) on this recently. You find a busy category...What's your criteria for joining vs steering clear and not competing? Is it based on if you believe you can differentiate enough?
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1. What strengths do I have in this market? What are my competitive advantages? 2. What is the growth trajectory of the category? 3. What kind of margins could I have?
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