Needs versus problems

'Solve a problem' is one of the unchallenged mantras in startup-land. And yet it doesn’t apply to all companies. ‘What problem does Snapchat solve?’ says some smarty-pants. Well, touché.

Some markets are defined by problems—and that’s particularly true in B2B markets. For example, small businesses have to do their accounts, and I’m glad Xero can help me manage mine.

However, other markets are defined by needs—fundamental needs that you and I share. For example, we all have a need to communicate and connect with others, and to look good while we’re doing it. Businesses that address a need better than the competition tend to tap into massive markets—step forward Verizon, Facebook, and Nike.

This insight applies to marketing too. Rather than positioning yourself around your customer’s problem, you might try positioning yourself around their needs. 

Here’s a handy list of needs—which of them does your product address?