Launch Ready reposted this
Creating & enabling diverse entrepreneurs as Founder @ launchready.io | Ex-Google, Ex-Amazon | ISB | LSR
Stop Selling, Start Connecting. You can't sell to someone if you don't speak their language. That’s the one critical step many businesses overlook: knowing who your audience is and speaking their language. A few months ago, I met a foxnut/waterlily seed (𝘮𝘢𝘬𝘩𝘢𝘯𝘢) vendor from India who had a vision for expanding his product into Singapore, and wanted Launch Ready to facilitate the process. With a growing health-conscious community here, he was convinced he could make an impact. But there was a disconnect. He told me that his product would be a hit with Singaporeans—specifically, the cheaper, non-roasted variety—because “everyone has a mother or wife at home to roast them.” As someone who lives in Singapore, eats foxnuts daily, and falls right into his target demographic, I was taken aback. His assumption not only missed the mark but also revealed a common misstep: assuming the needs and habits of your home market apply universally. He didn’t consider that his “ideal customer” here likely leads a busy lifestyle and would value the convenience of a ready-to-eat, roasted snack. 𝗟𝗲𝘀𝘀𝗼𝗻 𝗟𝗲𝗮𝗿𝗻𝗲𝗱: 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗬𝗼𝘂𝗿 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗙𝗶𝗿𝘀𝘁 This experience reminded me of an important lesson: knowing your product is only half the battle. To truly connect with your market, you need to understand your audience's realities, priorities, and preferences. The vendor’s assumption that “everyone” in Singapore has someone to roast their foxnuts for them may be a reflection of his own environment, but it didn’t resonate with his new target market. 𝗜𝘁’𝘀 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗮𝗯𝗼𝘂𝘁 𝗱𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰𝘀—𝗶𝘁’𝘀 𝗮𝗯𝗼𝘂𝘁 𝘃𝗼𝗰𝗮𝗯𝘂𝗹𝗮𝗿𝘆, 𝘁𝗼𝗼. Even when we technically “speak the same language,” cultural and environmental factors shape how we interpret words and ideas. As the founder of Launchready.io, I adjust how I describe our services based on whom I’m speaking to. We’re a “brand positioning” firm to marketers and a “go-to-market” firm to techies. For other consultants, we’re "a boutique consulting firm specializing in market entry and market expansion,” and for some we're simply an "agency.” It’s all about using the terms that fit the listener’s vocabulary and context. 𝗧𝗵𝗲 𝘃𝗮𝗹𝘂𝗲 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗰𝗵𝗮𝗻𝗴𝗲, 𝗼𝗻𝗹𝘆 𝘁𝗵𝗲 𝗹𝗮𝗻𝗴𝘂𝗮𝗴𝗲 𝗱𝗼𝗲𝘀. If you’re introducing your product to a new market or audience, here’s my advice: 𝗗𝗼𝗻’𝘁 𝗮𝘀𝘀𝘂𝗺𝗲. Engage with your potential customers. Get to know their language, their daily lives, and what truly drives them. Need help defining your audience and honing your message? DM me directly or schedule a call on launchready.io website —let’s work together to make sure your message resonates!