The realisation of an opportunity to solve a problem for a specific group of people is at the heart of every business success story. Sometimes the potential customer already knows their problem or need exists, but often they are not actively looking for a solution.

It’s hard to give answers to people who are not asking questions.

As a marketer, you have two choices. You can convince the non-believers that they want what you have, or you can find and serve a core group of people who are open to trying something new or different—then help them to succeed wildly and give them a story to tell.

The Colour Run started with one event and 6,000 participants in 2011. The following year 600,000 participated at 50 events across America. It turned out that a lot of people felt excluded from running events, but they would take part if events were less competitive and more fun. Those first customers were the hardest to get and the most important to please.

Who are you planning to reach first and what story will you give them to tell?

Image by Thomas Hawk.