The Hardest Problem issue isn’t building the software; it’s finding the right audience with a strong enough pain, offering them a solution they value highly, and then effectively convincing them to pay for it.
1. The Value & Pricing Trap (The “Too Little Value” Problem)
Many startups struggle to convey or deliver enough value to justify their price, leading to an endless cycle of discounting.
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“There’s no such thing as TOO HIGH of a price. Only too little value.” This nails the issue.
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“Compete on VALUE. Not price.” It’s incredibly difficult to step away from a price war, but crucial for profitability.
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Don’t argue your prices. Know what’s YOUR WORTH and stand by it.” This requires an almost painful level of confidence in the value you deliver.
2. The Communication & Psychology Barrier
The software needs to be sold by understanding human nature, not just by listing features. This requires deep market understanding, which is one of the hardest things to acquire.
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“People buy with EMOTION. Then justify with LOGIC.” and “study: -Psychology -Cognitive bias -Body language.” This acknowledges that a founder’s job is part psychologist, not just coder.
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“It’s easier to sell an OFFER that solves a pain than one fulfilling a desire.” This pinpoints the difficulty of identifying a must-have (pain reliever) versus a nice-to-have (desire fulfillment).
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“A 5TH GRADER should understand your writing” and “If what you sell is confusing. Nobody will buy it.” It’s surprisingly hard for a founder to simplify a complex solution they built.
3. The Sales & Pitch Execution
Having a great product is useless if you can’t present it effectively. The act of selling is often what scares and derails technical founders.
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“Sell the TRANSFORMATION. Not the product.” This is a fundamental mindset shift that many founders fail to make.
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“You can be terrible at SALES CALLS even if you have a great offer.” A great offer needs a great delivery.
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“Keep your sales pitch short & powerful.” The discipline to edit and simplify the message is often missing.
Conclusion
The hardest problem is not building a feature; it’s articulating and delivering a level of value that causes a customer to stop what they are doing and willingly exchange their hard-earned money for your solution.