Scratch a Real Itch

March 16, 2008 Always make sure what you’re doing isn’t wasted effort. When you’re starting a project, make sure you’re scratching a real itch that isn’t already being scratched.

Don’t take this to mean that you shouldn’t create a product that somebody else is already making. What you need to do is make sure that your product has a real point of differentiation - something that the competition don’t have.

Your product has to scratch an itch that others leave unscratched

Many companies make the mistake of copying the competition when creating a new product - however how are you going to win market share if you have identical products? It’s not impossible, but it’ll be a struggle.

Always know what your itch is, and ensure your customers know what that itch is. Show them how you’re making life easier.

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