How to Make Your Business Idea Not Crash and Burn

Here's a seemingly ironic statement: YOUR business ideas is not about YOU.

Sure, it might solve your problem. It might make your life easier. It might even be the coolest thing since sliced bread. But if it doesn’t solve a problem for a specific group of people, it’s not a business—it’s a hobby.

Let me tell you the story that led me to this realization...

The Tale of My Aching Feet

For years, I battled foot, ankle, and knee pain. I tried everything—orthotics, stretching, expensive running shoes with more cushion than a marshmallow factory.

Nothing worked.

My feet felt like they were trapped in a medieval torture device, and my knees sounded like a bowl of Rice Krispies every time I stood up.

Then, I discovered wide toe box barefoot shoes.

At first, I was skeptical. Barefoot shoes? Really? But when I slipped them on, it was like my feet finally exhaled after years of holding their breath. The wide toe box let my toes spread naturally. The zero-drop sole aligned my posture. The pain? Gone.

I spent four times what I normally would on a pair of shoes. Why? Because these shoes weren’t just shoes—they were a solution to a problem I’d been suffering from for years.

The Market Doesn’t Care About Your “Cool Idea”

Here’s the reality: I didn’t buy those shoes because they were cool or stylish. I bought them because they solved a specific problem I had. And guess what? There’s a whole market of people just like me—people with foot pain, posture issues, or a desire for natural movement.

This is where most business ideas go wrong. People start with a “cool idea” and then try to figure out how to market it. But the approach should be the other way around:

1. Find a group of people with a problem.

   
   

2. Design a solution so good they’re ready to throw money at you.

   
   

It’s not about you. It’s about them.

Theory of Mind: Why Your Customer’s Worldview Matters

Humans are inherently selfish. Not in a bad way—it’s just how we’re wired. We see the world through our own lens, and we struggle to see beyond our own perceptions. This is called theory of mind, and it’s a psychological concept that explains why we have trouble understanding perspectives other than our own.

Here’s how this plays out in business:

To you, the business owner, the fact that your product is a solution is already a given. You’ve poured hours into perfecting the scientific dosing, the triple-lined stitching, or the minimalist design. Of course it’s a solution—you built it to be one!

But here’s the catch: your customer doesn’t care about the work you put in. They care about the problem in their life. They’re locked into their own worldview, just like you’re locked into yours. And their worldview is simple:

“I am willing to spend money on things that solve problems in my life. I have multiple nagging problems I don’t know the solution to, and if someone approached me with a product that was made for me, I would only pay attention if they lead with ‘here’s how this will solve your problem faster, better, and cheaper than any other solution.’”

Your job is to step into their shoes (wide toe box optional) and see the world through their eyes.

Features vs. Benefits: The Marketing Battle

Now onto the marketing side. Some businesses focus on features:

• “Triple-lined for durability!”

  
  

• “Scientifically dosed for maximum efficiency!”

  
  

There's a time and a place for this, but here's the problem: people don’t buy features. They buy benefits.

Take my barefoot shoes, for example. Which marketing message do you think would grab my attention?

• “Modern stylish design with a minimalist aesthetic.”

  
  

• “Instantly fix chronic foot pain and improve posture.”

  
  

The choice is clear.

When you’re marketing your product, ask yourself: What problem does this solve? Then, make that the centerpiece of your message.

The Goldfish Attention Span Problem

People have the attention span of a goldfish.

You’ve got one shot to grab their attention, and you can usually only communicate one idea effectively. So, what’s it going to be? The stylish design or the life-changing benefit?

Since I seem to love answering my own questions, here you go: choose the benefit.

Let’s Make Your Business Idea Work

If you’ve got a business idea—or even a business that’s struggling to gain traction—it’s time to flip the script. Start with the market. Find the problem. Design the solution. And market the benefit, not the feature.

Still not sure where to start? Let’s talk.

Click here to fill out a quick form and receive a free marketing analysis. We’ll help you identify your market, refine your message, and turn your idea into a business that works.

Here's the main takeaway: your idea is only as good as the problem it solves. Let’s make sure it’s solving the right one.

P.S. If you’re still reading this, congratulations—you’ve got a longer attention span than a goldfish. Now go fill out that form.