A bridge solves a transportation problem. It is simple in terms that it’s concrete, definitive tools and units of measure. 5 meters in a conversation between two engineers is the same distance.
This is not the case for most startup initiatives. Especially those where there is no current solution. Building a metaphorical bridge in startups is one of the hardest things to do. To get a sense of the severity of the problem is not always explicit.
It is important though to capture the essence of the problem. One can do this by asking questions around those who ford (or don’t because of the danger of fording a fast current river). Even better is if one can experience themselves.
In matters of startups priority should be granted to:
You personally having deep domain expertise
You personally experienced the problem first hand
Watching someone who has the problem you’re trying to solve
Interviewing people who have the problem
Creating a sales page that does everything but capture the credit card information.
Insights occur from talking with those who would use it and pay for it.
Any other method is aggregated data. This data, while descriptive in nature, cannot establish value for a startup. Because in experiencing the issues at hand we become aware of where the real pain is. Interviews provide a free form of exploration into the problem. As an opportunity arises in the discussion it can be explored. A survey is one dimensional in it’s value. Hypothetical questions are useless in establishing pains and gains.
This is challenging to many new startup teams. Going out and talking to people is counterintuitive when there is an age of digital. Be apart of the problem for a month or two. See if it’s worth solving.
For a startup the easy emotional tasks like sending out a survey is a distractor to growth.
When building a bridge do not seek the easy like surveying people or a facebook post but the simple like interviewing someone who has the problem.
For a startup the easy emotional tasks like sending out a survey is a distractor to growth. The simple tasks that can be emotionally challenging like trying to find a customer is an attractor to growth.
Do not look at a river with binoculars and expect to know how long the bridge has to be. Go their. Ask questions. Get a sense of depth, length and current and why people want to cross there but can’t or find it challenging. Success in a startup is finding the width of a river before attempting to build the bridge.