We’ve Got A Problem Here

There’s a place to start any business. And it’s the same place for all of them. And it’s where I didn’t start the first couple of times around.

And I can tell you from experience that trying to start any business, product, service or website, anywhere other than the one and only starting place is a lousy mistake.

So where is it?

Well, it’s not where most people start. And that’s why most businesses fail in the first 5 years. Most people start with a great idea. Or worse. A nice idea. Ugh!

Now I’m not saying great ideas aren’t worth anything. What I am saying, however, is that truly great ideas arise when you start in the right place.

The right place to start is research. But what kind of research?

To understand this I like to look at the internet. If you understand the fundamental underlying reason for why the internet works you’ll understand all business. And I assert you’ll learn a lot about yourself too.

The question we need to start with is…

I’ve posed this question to lots of people individually and to groups I’ve presented to. And usually they come up with a reasonable answer. But rarely to the root of the matter. The answer I most often hear is “for information“.

The problem with that answer is it doesn’t actually answer the question. Information is what you will find on the internet. It’s the only thing you will find on the internet. It’s all information. But I’m not asking what people find on the internet. I’m asking why they want information. Why do people use the internet given they already know they are going to get information?

This is a fundamental question.

The answer is THEY HAVE A PROBLEM.

The only reason anyone would use the internet, or do anything for that matter is because they have a problem.

Now on the internet problems range from “I’m bored with my music collection” to “I’ve just been diagnosed with terminal cancer“. But whatever it is, it’s a problem that drives them. And if you think about it, it’s problems that drive you.

All business. Every successful product, service, book, magazine and website is created to provide a solution to a problem. So if you want people to fall in love with you, if you want people to shower you in money, if you want them to tell their friends to shower you in money

Find a big group of people and solve their damn problems better, faster and safer than anyone else can.

The internet will remain a place of misery for businesses who fail to identify and solve problems. And express it in a way people can relate to.

Google is smart. Real Smart. They understood the reason for any business and they could see everyone using the internet had a problem. Not just the problem they wanted to solve but the problem they faced trying to find what they wanted. Namely… they couldn’t.

The reason they catapulted to the lead so quickly is because they became masters of putting people with a problem in touch with exactly the right people with the solution. And I love them for it.

To expand the horizons of all of us, I’d love for you to share in the comments below some of the more obscure problems you’ve needed a solution to. Or even ones other people have.

Till next time.

Stay Beautiful.

Scott.
The Unlikely Ad Man.