What type of problem are you solving?
There are generally three types of problems to solve. Resulting in 3 types of businesses; aspirins, vitamins and jellybeans.
Aspirins. These are acute problems that are causing immediate pain. They are a throbbing pain that is affecting our day and how we interact with everyone. We don’t want to work on anything until we deal with this pain.
Mechanics who fix cars that break down, are solving an acute pain, and thus running an aspirin business.
Vitamins. These are non-immediate problems. Their impact is so small that it can be easily neglected, but if not addressed, over time can cause pain and issues.
Auto-maintenance shops who do oil changes, detailing, cleaning and aesthetic bodywork are solving non-immediate pains, and running a vitamin business.
Jellybeans. These are not pains, but sought out gains. These are sometimes known as “nice to have”; luxuries, entertainment, and fun sought out items or experiences that are fulfilling immediate or long-term desires.
Luxury car dealerships are usually selling the lifestyle that one gets to live when driving their brand new top of the line, limited edition, exclusive car. And are thus running a jelly bean business.
When marketing the value of your business or product, we must first understand how our customer sees the problem and solution.
Is it an Aspirin? A Vitamin? or a Jellybean?