In business, it’s easy to get caught up in the complexities of running a company. At its core, every business is built on two fundamental pillars:

1) Create products or services that solve real problems for people.
You need to provide something with tangible value that your target audience is willing to pay for. Think about some of the most successful companies – they built products that met customer needs in a unique and compelling way.

2) Figure out effective ways to get your products in front of the people who need them.
Even the best product in the world is useless if no one knows about it. You need to connect with your target audience through marketing, positioning, distribution channels, etc.

It seems straightforward – build something great and share it with people who want it. But why do so many businesses struggle?

I think it often comes down to the “Field of Dreams” mentality – if you build it, they will come. Entrepreneurs tend to be passionate about their offerings and assume that value will speak for itself. But the truth is, competition is fierce and consumers are overwhelmed with choices. You can’t simply create something and expect success.

To thrive in business, you have to get out of the building. You need to tell your brand story in a way that resonates with your audience. You have to understand customer needs and meet them better than anyone else. And you need to make it as easy as possible for people to find and buy your products.

It’s not enough to just create something great. You also have to master positioning, marketing, and distribution. Avoid the “build it for them and they will come” mentality. Instead, build it…and then go actively connect with those who need it most. Even better yet, start talking with prospective customers before you write a single line of code.

Talking to potential customers early on can reveal flaws in your assumptions and prevent wasted time and money building features people don’t want. Plus, connecting with real people who would use your product makes the entire process more rewarding. You’re solving real problems for real humans.

This advice applies whether you’re an indie founder or a Fortune 500. Before you lock yourself away in a room to build the next big thing, talk to your customers. Immerse yourself in the problem you’re aiming to solve. Making something people want is simple in concept but it takes courage to put yourself out there. Avoid the “build it for them” mindset. Instead, build it with them – engage with customers throughout the process – and they will come. Because then you’ll truly understand their needs.

Note: This advice applies as much to me as it does for anyone else reading this post. 😉