Your Product is Not Their Problem

🌈 Abstract

The article discusses the importance of understanding customer problems and needs before pitching a product solution, using the example of a biotech startup trying to sell bacteria as an additive to the concrete industry.

🙋 Q&A

[01] Lessons Learned

1. What are the key lessons learned from the article?

• Your product is not someone's problem - you need to start with a deep understanding of the customer's problem or need before pitching your solution
• Ask customers how they currently solve the problem, don't just assume your product is the solution
• Understand future regulations that might change your customer's priorities or challenges
• Don't just focus on the technical details of your product, understand what actually matters to the potential customer

2. Why did the startup founder initially struggle to describe the product to potential customers in the concrete industry?

• The founder focused too much on the technical details of the bacteria (e.g. how it's made, the scientific advisory board, etc.) rather than understanding the actual needs and challenges of the concrete industry
• He assumed the concrete industry would be interested in buying bacteria, without first understanding if that was actually a problem they were trying to solve

3. What did the author suggest the founder do instead?

• Get out of the building and actually talk to large-scale concrete suppliers
• Try to understand their needs, such as:
  • How are current and upcoming green building regulations affecting the concrete industry?
  • How are they solving the problem of reducing CO2 emissions today?
  • What is the current cost of low carbon concrete?
  • Are there specific use-cases that make sense for initial adoption/pilots?
  • What additional benefits could bacteria as a concrete additive provide (e.g. greater strength, crack healing)?

[02] Startup Founder's Approach

1. What was the startup founder's initial approach to entering the concrete market?

• The founder's market research found that the concrete industry contributes 5-10% of global carbon emissions
• He believed that using his bacteria as a concrete additive could strengthen concrete while reducing CO2
• He focused on describing the technical details of the bacteria to potential customers, rather than understanding their actual needs and challenges

2. How did the author respond to the founder's approach?

• The author questioned whether the concrete industry was actually looking for bacteria made in fluidized bed reactors, and whether the features the founder mentioned actually mattered to potential customers
• The author suggested the founder should get out of the building and talk to concrete suppliers to understand their needs and challenges, rather than just pitching his product

3. What was the founder's reaction to the author's feedback?

• The founder acknowledged that he didn't know the answers to the author's questions, realizing he had more work to do to understand the customer problem before pitching his solution.