Unprompted and unsponsored plug. Just finished The Power of PULL by @RobSnyder1. This should be required reading for founders and probably everyone else in the startup world too. Some takeaways: "Demand is the top priority on a buyer's to-do list, right now." "Niches and persona's don't have demand; only individual buyers do. And individuals only buy products that fit what they are trying to achieve at very specific moments in time." "Demand is not "wanting supply."' "Demand exists whether or not our business exists." "When we understand demand we understand what causes buyers to buy our product." "Because nobody focuses on demand, everyone misses the causal force behind startup success." "Pain points, problems, benefits, and the like all fail us because they don't effectively predict whether buyers will take action." "Action, not problems or pain points, is the basis for demand." "Demand is upstream of supply." "Our product just needs to help them accomplish their project where their existing options fall short." "It would be weird if people with demand and bad options didn't buy your product. Yet for everyone else (i.e. most people, most of the time), it would be weird if they did buy your product." "We think we're selling our product. Customers are buying supply for their demand." "If we don't clearly understand demand, how can we possibly get supply right? " "The entrepreneur's job is to find demand and design around it." "Nothing matters unless we get customers to hell yes after they've purchased!" "Once you have a repeatable success story, all that matters is repeating it." TLDR: "Serve customers how and when they want to be served."