The Four Fundamentals of a Problem

Is the problem urgent and is it painful? Is the problem oneed to top two or three proporties in your customers life? And does every second they don't have a solution feel more and more painful? If you're selling running shoes for people with chronic knee pain, those customers better say things like, all i want to do is run, but my knee pain makes it impossible. The fundamentals of a problem are critical. Every start up is going to be hard. Make sure that once you get those customers, you're solving a problem important enough and hard enough for them to pay a lot for it. This has nothing to do with input costs and everything to do with anchored norms and