Joachim Blazer

Assume you target investors who want to value startups.

“Value startups” is an existing job for them.

They require the job to be easy and cheap:

1. Easy means the customer can value each startup in 5 steps or less
2. Cheap means for 5,000 euro or less

The customer currently uses a product that gets the job done:

1. In 5 steps
2. For 5,000 euro

You make a product that gets the customer’s job done:

1. In 4 steps
2. For 5,000 euro

Your competitor makes a product that gets the customer’s job done:

1. In 3 steps
2. For 5,000 euro

With your product, the job is easier for the customer.

And cheap.

But harder than with your competitor’s product.

Your target customer will not buy from you.

You can predict your startup will fail.

And so, how to fail:

Try to sell a product that makes the customer’s job harder than with the competitor’s product.