The best startups generally begin by trying to address a really important problem worth solving. If they can nail the solution to this important problem, they have a great chance of building a successful startup.
How Solving Problems Can Lead to Failure
Surprisingly, founders’ instincts to solve problems can also cause us to fail. Many startups miss success signals because they are too busy solving problems. Our instincts tell us to be responsive to customer feedback – especially negative feedback. These problems are so actionable that we feel good solving them. But over time a startup that chases problem after problem creates a bloated, fragmented solution that isn’t really needed by anyone.
Find the “Must Have” Use Cases – Ignore Most Problems
Ultimately the goal of any startup should be to create a “must have” product experience. The signal that tells you that you have created a “must have” product is your true north to build a successful business. You should understand everything you can about the “must have” experience so you can cultivate and protect it. Who considers it a must have, how are they using it, why do they love it, why did they need it, where do they come from…?
It feels totally counterintuitive to pursue these positive signals while ignoring most of the feedback about problems. But in my experience, this is the right thing to do. In fact, this is the most important thing that I learned in the years that I focused on helping to take startups to market such as Dropbox, Lookout and Xobni. To reiterate, the positive signal is much more important than the ongoing flow of new problems.
Problems Worth Solving
So which problems are worth solving? Essentially any problem that stands in the way of delivering the “must have” experience once it has been identified.
Problems worth solving include:
- Usability issues that prevent reaching the must have experience
- Confusing value proposition about the must have experience
- Targeting the wrong users (AKA users who don’t need the must have experience)
But start by focusing the majority of your energy trying to create at least one must have use case. If you can’t find any positive signal about someone considering it a must have, then go back and revisit the original problem you were trying to solve. You might need to find one that is even more important to solve.
I recognize that my recommendation to ignore most problems is controversial. Please comment whether you agree or disagree. Hopefully we can get some good debate in the comments.
Update: Just to clarify, I’m referring to the data that deserves your focus. I don’t mean to imply that you should be unresponsive to the customers that make suggestions. It is very important to give great customer support. Just don’t promise to change your product/business based on every reported problem.