– scientific, expensive, and largely futile — when we target the symptoms rather than the cause of demand for our services. Site visits, click-throughs, free downloads? The only thing that matters is the unmet need for what you have to sell.
Why is it so hard to figure out who really needs our stuff? Two reasons: (1) wishful thinking and (2) confusing yourself with a broader provider category, like your industry or your profession.
Things get fuzzy when we deal in global demand and growth averages. But they quickly come into focus when we look at who recently asked us for help. If a business idea came strictly from your own imagination, most likely that’s where the big opportunity is too.
So, should we abandon all initiative and wait to be asked to act on our ideas or practice our best skills? By no means. But do expect your self-expression to be its own reward — until someone else asks for it.