Idea to Startup Customers Speak Problem, But You’re Speaking Solution (ITS Top 1%)
Sep 25, 2025
Entrepreneurs often struggle to connect with customers due to a language barrier. Customers articulate problems, while founders present solutions. A live experiment reveals that a landing page focused on customer problems vastly outperformed one highlighting solutions. Real-world examples, like farm stand signage and effective cold emails, demonstrate the power of problem language. The conclusion emphasizes the importance of understanding specific customer issues to build trust before diving into solutions.
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Customers Speak Problem First
- Customers primarily think and decide in terms of problems they need solved, not product features.
- Entrepreneurs often speak solution-first, which prevents meaningful connection and conversion.
Granny Smiths Won By Speaking Problem
- At a farm stand, Granny Smiths sold out because the sign read, "Stop debating. These are the best apples for an apple pie."
- The problem-focused label made customers relax and buy despite many feature-rich labels nearby.
Lead With A Specific Customer Problem
- Pick a specific customer and describe the exact moment they feel pain before talking about your solution.
- Speak the problem first to build trust, then briefly present how you help.
