Guide / Finding the Right Problem
Painkiller vs. Vitamin vs. Candy
What it means
Classify the idea by urgency. Painkillers solve problems customers actively want removed, vitamins feel beneficial but easy to postpone, and candy is enjoyable but usually optional.
The useful version of this topic is not theoretical. It should change something visible: the customer you choose, the words on the page, the offer in the email, the onboarding step you remove, or the metric you watch every week.
A good test is whether a founder could use this page and do something before lunch. If the answer is no, the topic is still too abstract.
Actions
Start with the smallest action that creates contact with reality. For early distribution, reality usually means a buyer, a user, a search result, a conversation, or a payment.
- Name the painful event that triggers demand.
- Ask what breaks if the customer ignores the problem.
- Prioritize the segment where the problem is most urgent.
Measure
Measure the signal closest to customer progress. Vanity numbers are allowed only if they predict something better later.
- Interview urgency
- Willingness to pay
- Speed from interest to action
Template
Assumption: [what we currently believe] Evidence: [what customers have said or done] Action: [one practical thing to try] Owner: [who will do it] Metric: [how we know it worked]