I’ve been thinking on what really motivates businesses to buy a product or change their existing processes.
Is it the gain or the pain?
Based on my observation, businesses don’t normally move for “gains.” It’s usually because they want to get out of the “pain.”
We all want to improve our systems.
But what gets people to ACT is when they’re buried in manual reports or someone they trusted stole their inventory.
We all want to grow revenue.
But what gets decision-makers to move is when they’re losing money or when they can’t sleep at night thinking where to get the next payroll.
Pain is more urgent. You want to get out of the pain ASAP. Gain is just nice-to-have.
So when building offers — focus on real, intense pain points.
The ones that keep people up at night.
That’s where the real market is.
