Captain’s log, stardate 20201030

Expensive Problems are 3D

Connecting your products and services to an Expensive Problem (instead of an inexpensive or nonexistent one) will automatically and dramatically increase your earning potential.

But what is an Expensive Problem?

I define Expensive Problem thusly:

A painful issue that business owners in your target market are aware of and would happily pay money to alleviate.

How can you tell if a given problem is an Expensive Problem?

A stellar Expensive Problem will be a 10 out of 10 across these three dimensions:

  1. Intensity
  2. Persistence
  3. Ubiquity

In other words...

If it really hurts, it won’t go away, and everyone has it, then you’ve found an extremely Expensive Problem.

Connect your solution to something like that and it’ll sell itself.

Yours,

—J

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