Whenever I sit down with a new client, one of the very first questions I ask is what issue they are addressing for their users. This may seem like an easy question, but it’s surprisingly hard to answer. Without fail, each entrepreneur jumps to the benefits of his or her product instead of the needs of their audience. For instance, someone launching a new gym concept might say, “Getting consistent quality training at an affordable price.” Or someone launching a platform for small business owners might respond, “Giving users visibility and ownership of their data.” Notice that these are not
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