In my 21 years as a solopreneur, I’ve learned that when I focus on customer pain and customer gains, I’m more likely to create products and services that people actually want to buy.
Below are questions I use to think of ways to create customer gains. (For a superb, in-depth treatment of this topic, get “Value Proposition Design: How to Create Products and Services Customers Want.”) These questions work for me, and they’ll work for you, too.
What products and services can you create that:
• Help your customers achieve their aspirations?
• Outperform current products and services regarding specific features, performance, or quality?
• Delight your customers?
• Make your customers’ work or life easier through better useability, accessibility, or lower cost of ownership?
• Increase your customers’ power, status, or influence?
• Deliver features your customers want?
• Deliver better performance?
• Deliver lower costs?
• Create savings in time and effort?
• Help to make product adoption easier?
And this is very important: products and services don’t have to deliver a laundry list of gains — no product or service can do that. It’s easier to concentrate on a few big gains that you can deliver.