There are six core insights to uncover: Job. What did they try to accomplish? Alternatives. What other solutions have they used or considered in the process? Struggles. What problems were they trying to solve? Segment. What customer information is relevant to the story? Category. What other things belong in the same group as this product or

It’s not enough to know what your customers want; you need to understand what’s stopping them from getting it. Dive deep into their struggles—both rational and irrational—to find juicy insights.

pay attention to folks who have recently invested resources to make progress, mainly: Your recent customers (or clients). Those folks tend to be the greatest source of insights. Don’t worry if you have none because you’re just starting out (or you don’t have access to them). There are other ways to collect juicy insights, which I’ll cover in depth

‘How do we make it different from the others so it is remarkable?’”

gather only insights from folks who have already invested resources in making progress.

Join communities, online forums, or real-life conferences where customers already congregate. Then pay attention to the posts with the most views and comments to understand what resonates with them.

Exclusively learn from people who have recently invested resources—such as time, money, and/or effort—to address the problem you’re interested in solving

But here’s the thing: you don’t have to play that game. Just like Jon and the PTDC, you must stand the f*ck out, yes, but on your own terms. You deserve to feel confident in your abilities without selling your soul. You deserve to build a brand that truly reflects who you really are without copying competitors. You deserve to attract the right

To make a meaningful difference for a specific group of people so they pick you, the key is to identify struggles your segment really wants to solve but that alternatives don’t solve well or just ignore completely.