Focus on Solving Problems, Not on the Product

A few days ago, a startup founder approached me for advice. He had decided to start manufacturing a household device, convinced it would be highly sought after by Kazakh families. During our meeting, he spent an entire hour describing the technological sophistication of his product, its multiple functions, and its aesthetic appeal. His final argument was that such a product is not currently produced in Kazakhstan, which, according to him, is a national disgrace. He felt it was his duty to launch the project.

When I asked who his target customer was, he confidently responded, “Everyone!” “Do you mean city dwellers and rural residents, young couples and the elderly, educated and uneducated, wealthy and low-income groups? Am I understanding this correctly?” I asked. At that point, he hesitated and started to think.

“How many family households have you spoken to?” I inquired. “What’s there to talk about? I just know this thing will explode in the market!” he protested emotionally.

It was clear to me that this entrepreneur had fallen into the classic startup trap of being blinded by his idea. He had followed the well-trodden path of developing a product first and then trying to find customers for it later.

But the process should actually be the other way around. First, you need to identify a customer and their problem, and only then offer a solution—one that might not even match the idea you originally had. During interviews, you may discover that customers are looking for a completely different solution to their issue. That’s why you shouldn’t push your product or even its prototype on them; instead, focus on listening.

In fact, I’ve elevated early customer interviews to a must-do for any startup founder. I now refuse to engage with entrepreneurs who haven’t surveyed their target audience. I’ve learned not to trust even my own instincts anymore (having been wrong several times before). Instead, I send startup founders out into the field to talk to customers and gather real, live information, rather than relying on their gut feelings.

“Stop giving birth to ideas!” I tell them. “Go out and solve people’s problems!”