Progress on Two Fronts

Before an individual starts moving, they’ll get to a point where internally, they say “enough is enough”. They’re ready to make progress, to move away from a “from”, and toward a “to”, a point where things are different, in the distance.

Before this point, there’s no need for progress. You wouldn’t want to sell to them. They’re not ready.

Create a product that serves that need for progress, and you will sell.

But create a product that solves this specific need for progress, plus this other generic one below, and you get to sell a bit more.

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There’s a generic need for progress that’s shared by many of the people you wish to serve.

That need for progress is the need to be among a group of people. To be in their crowd. To be seen. To have status.

“Enough is enough”, I don’t want to be isolated.

Imagine a product that helps the individual need for progress, and the common need for progress. Imagine a product, that, baked into the way it was built, there’s taste, a good story to be told, a position taken, a difference made. A product with impact, that’s so good, that people will want to tell others about it.

The buyer will know that they have a chance to make progress on their need to belong: “I can tell my people about this, and I’ll gain a bit of status doing so. This product is worth telling others about.”

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A product can help your buyers on one, or both, of these fronts. Help me with my specific problem, help me belong to my crowd. The great products figured out a way to help buyers on both fronts. “I’m excited. I’ll be able to tell others. This product will help me make a lot of progress.”