The 7 Pains
7 fundamental pains every customer experiences. If your product isn't speaking clearly to one of these pains, your GTM will be stuck in rehab.
Win With Me
7 fundamental pains every customer experiences. If your product isn't speaking clearly to one of these pains, your GTM will be stuck in rehab.
Win With MeBuyers deal in pain, not features. They buy painkillers, not software. Every customer battle comes down to one of these fundamental pains. Choose one and market your cure for it.
Principle: Money bleeding out.
Tactical Takeaway: Product wins here when it clearly reduces spend—on people, tools, or waste—and proves it in hard numbers. Make the savings obvious, fast, and impossible to ignore.
Principle: People are burnt out.
Tactical Takeaway: Anywhere humans are copypasting, chasing approvals, or updating spreadsheets is attackable. Automate the grind, free up human time for highervalue work, and you become indispensable.
Principle: People are tired of waiting.
Tactical Takeaway: If you can turn days into hours or hours into minutes, you change how a business competes. Target slow cycles—sales, deployment, decisions—and collapse them. Speed is a weapon.
Principle: Everything is hard.
Tactical Takeaway: Complexity is the silent killer. Your product wins when it turns a tangled, multistep process into something linear, obvious, and hard to screw up. Make the path simple; money will follow.
Principle: Mistakes can kill.
Tactical Takeaway: Wherever errors are expensive—financially, legally, or reputationally—a product that standardizes, validates, and monitors becomes the safety net. Reduce error rates, and you own the account.
Principle: Not growing pains are real.
Tactical Takeaway: If you help companies win more deals, enter new markets, or increase revenue per customer, lead with it. Growth pain beats cost pain almost every time—because upside is bigger than savings.
Principle: The blind leading the blind.
Tactical Takeaway: When no one can see what's really happening—in the funnel, in operations, with customers—bad decisions are guaranteed. A product that makes the truth visible in real time becomes the new command center.
