Should you come up with your new technology, product or service first and then retrofit it to a target? Or vice versa?  Like the chicken and the egg, that is the question.  So what’s the answer?

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While the answer may seem fuzzy (sorry - baby chick pun), this much we know for sure:

·All too often, organizations and entrepreneurs come up with something…a seed…a concept…a technology…a business…whatever.  It seems cool, so they launch it and then try to find an audience for it, banking on the notion that the proper customer set will emerge. But way too often this doesn’t fly (come to think of it, chickens aren’t real good flyers either).

·And then there’s targets themselves.  Each target flock (okay, enough with the bird references) has different needs, different problems, talks in different lingo, has a different set of urgency, different emotional needs and a different timeframe. Not to mention a different amount of money they’re willing to spend.

So, here’s an idea to incubate:  given the above, the smart play is to pick and understand your target first and then create your product SPECIFICALLY FOR THOSE PEOPLE.  Catering to the exact needs, speaking in just the right language, etc. will create more spark, resonate more strongly and ultimately increase your odds of success.