Selling the Problem vs. Selling the Solution

Entrepreneur and investor Dave Bailey has written an outstanding column for Medium.   Bailey addresses the importance of focusing as an entrepreneur on the problem you are trying to solve.   He argues that startups often become enamored with their solution or their technology in particular, but they don't explain adequately the customer need that they are addressing.  What pain point are you alleviating?  What problem are you solving for the user?   How will take away a roadblock, inefficiency, or frustration that users are experiencing?   Bailey explains:

As Steve Jobs said: you have to start with the customer experience and work backwards to the technology. Jobs understood that when you try to reverse-engineer the need statement from the product, it’s too easy to lose touch with reality.

After 6 months of intense product development — this happened to me. My product was my baby and I wanted to talk about with everybody.  When I didn’t lead with the need, it was often greeted with confused looks. I was giving people the ‘answer’ without telling them the question — like a weird game of ‘Jeopardy’.

Even when I did start with the need, I only afforded it a sentence or two. I’d describe the need to perfectly frame my product. In other words, I did the exact opposite to Steve Jobs. At when the confused looks continued, I got defensive. ‘Trust me, it’s a problem — ok?

Bailey recommends writing a customer need narrative.  He argues that it's more than one sentence.  It's a clear and compelling paragraph that "outlines a thesis on how to make peoples’ lives better."  Certainly, many entrepreneurs fall in love with their idea.  They get excited about the technological innovation.   Unfortunately, many forget that the product is simply a means to an end.  Keep the end in sight, with the end being a better experience for the user.   Sell your problem first, not your idea.