Time to decide:
Who am I selling to?
What do they want?
This is what a market is. Who buys and what they want.
How to focus this:
Unfair advantages + inbox digging + these traits:
Trait 1: Business-to-business
Businesses value investing $X to get several times $X
Perhaps help make more money—more leads, more signups, etc.
Perhaps help spend less money, via streamlining internal processes or insurance
Trait 2: Multiply existing business, don’t create new
Existing success means the ingredients for my success are in place (customers, ability to sell, business longevity), there’s not so much dysfunction that my help won’t matter.
And it means that changes I make will have something to build on.
Trait 3: They’re looking for decisions online
Ideally people who look in places I know how to show up, and consume content online
If not, be aware that the medium of delivery will be a primary obstacle to reaching the market in question!
Which search engines do they use? Do they ask questions relevant to my offering online? What apps do they use? How do new things come into their world? What will happen if an email course or e-book or set of videos is offered to them, will they accept that?
Trait 4: “Expensive problem” or opportunity
To be worth the emotional, time, and money investment, there needs to be a problem the business has that, when resolved, will multiply the profitability of the business. Has to feel meaningful.
Don’t decide based on passion. Run a practical and reliable business that’s profitable. Charitable organizations aren’t investing to make money, businesses are. My business needs to be contributing to profits in order to make the money that can be made.