That’s right. The young entrepreneur has probably one of the two problems:

1. his solution is in the nice to have category. Solves a problem but not a painful one. To get people to open their purse they need to feel the pain. Otherwise it is a commodity and there usually is no willingness to pay.


2. he has not pitched his idea wide enough. He will always encounter people who don’t need his solution, wo think it is a commodity and those who have this problem he solves and feel the pain. Unless he tested it with 10,000 meetings he won’t know. 30 customers out of 10,000 contacts can be enough to make a living and run a company.