No one cares about your product now because it doesn’t exist. When it does, they still won’t care.
A good product isn’t good enough.
Our job isn’t to make customers care. If we choose the right customers, they already do care. We have to get in front of them in a trusted way and tell our story.
We have to do this without customers getting out of their routine. What they’ll do today, they’ll do tomorrow. Our job is to infiltrate it.
When, where, and why do conversations between our perfect customers occur? How can we join the conversation? How can we influence it?
Products spread through the conversation. How can we align a feature of our products that people will talk about during their routine? What’s the trigger for them to bring our product into the conversation? How can we arm them with a story?
We need triggers that are natural and encourage growth. We need to know where the conversation begins and how to get in on it.