Start with the Customer, Not the Idea: A Smarter Way to Define Your Market
When starting a new business, one of the most common pieces of advice is to “define your market.” But what does that really mean?
Many entrepreneurs mistakenly think in terms of broad geographic or economic markets – like saying “China is a huge market.” While technically true, that approach misses the point. A market isn’t a country or a continent – it’s the specific group of people who actually want or need what you’re offering.
The more precisely you can identify these customer groups, especially those who share a common problem, frustration, or unmet need, the stronger your foundation will be.
Instead of building a product and then looking for someone to sell it to, flip the process:
“I’ve discovered a real need in a particular customer segment. Now let’s build a product or service that solves their problem.”
This process is known as aligning your value proposition with your target customer segment, which is a proven method for launching a business with purpose and direction.
Don’t fly your “great idea” to a distant market and hope for success.
Do find out what your ideal customer truly needs, and meet them there.
