We've talked about your why. Why do you do what you do? Very important for people to connect with you. To know the bigger why behind what you do. Then yesterday, we talked about who, who do you serve, and what problem do you solve for them.

I cannot tell you how much time I've struggled with this. We'll figure out who I wanted to work with. And what problem I wanted to solve for them. I was like, really, really resistant to getting nailed down to, like, kneeling down and exciting. This is who I'm for.

This is the problem I solve. And I can still get a lot more clear than I am. It's so important. It's so important for people to be able to hear you and understand that you're for them. Today, now that we know that or at least we we know a little bit better, we're gonna talk about where are your people What have they already tried and how is your thing different?

So if you've heard of unique selling proposition. Right? USPs. It's a very classic marketing term, and it's just like that ideal customer avatar thing with magazines and all that stuff. Like, the the USP was all always very confusing for me.

Like, what is it? What is it unique? Like, what is like, ah, what is the unique selling proposition? Well, it's like, I don't know. Like, Like, it's it wasn't it wasn't very actionable for me.

But when I when I got this way of thinking about it, for me, it made it a lot more sense. So That's what I'm gonna share today. So let's get to the illustration. Here we go. We're zip alright.

Adjusting size. This is here we go. By the way, this software called Figma is also the software that we use to design the software. So here's some sketches of the app for for our community stuff. And here's like designs for some shopping cart stuff.

And here's the design for the page builder or no one that's not what's the I thought it's the page builder up here. It is paint reality thing. Anyway, so just so, like, this is the tool that we use for that. Anyway, so for now, we're talking about where are your customers? And think of it this way.

Like, the where a market is a place that people go to. Right? We we we have Main Street. That's where all the stores are. Right?

That's where the shops are or they're in a shopping mall or they're like, back in the day, I just read the the book, the the world's greatest salesman. Which is about like a a salesman and the birth of Jesus Christ and things like that. And and in there, he's selling he's selling carpets, I think. And he takes these carpets. Like, if you wanna sell a carpet, where do you go?

Well, you go to the local village where the market is, where the other sellers are, and where the other buyers are. Right? You go to the the organic market. Down here over here in Union Square or whatever. Like, you go to the market.

The market is a location. It's a place where you people are and they're hanging out. There are buyers and they're sellers So in your case, it's figuring out where is your market. Where do people go to shop for this kind of thing? Do they go on Instagram?

Do they go on Facebook? Do they go on Amazon? Do they go to a trade show? Do they go to where do they go? Where do they go when they're looking to buy this kind of thing?

Right? Do they go to the bookstore? Where where do they go? That's the that's the market. And what we wanna do is we wanna look at We wanna tap into an existing market where people are trying to solve the problem that you're solving using a different mechanism than you're using.

Alright. So let's think of it this way. Right? So we I think we yesterday, we talked about You see, we talked about keto. Right?

For example, Marianne, you we were talking about keto and how that's a way to solve weight loss, but it's also a way to solve, you know, diabetes and other health issues. And so where are if you're if we just look at the weight loss, right, like, what are the things that people are trying to do to solve the weight loss problem. Well, they might do keto. They might do low fat. They might do lots of exercise.

They might do, like, Ozempic or whatever. Like, they might take drugs. They might do a lot of different things. Those are all different mechanisms. So what you wanna do is you wanna go to a market where people are typically doing One thing, like, they're trying to solve this problem using a specific mechanism.

And then you wanna teach them that, hey. Like, you've tried solving this problem using this old mechanism and it ain't working. Because otherwise you wouldn't be here. So the reason it's not working is because you're using the wrong mechanism. Here's why that mechanism you're trying is wrong.

And here's the mechanism that you need to do use instead, and it's my mechanism. This is the pitch that we want to make, essentially. Like, your remember, we're looking at people who for people who are already problem aware, already solution aware, already buyers and users, but they're not solving the problem because they're trying to solve it the the wrong way. In your way, is gonna be better. Right?

That's why you're you're teaching your ways because you believe in your way over the way that they're currently trying to solve it. Another way to think of this is the is the the mountain top. Right? So we have Over here is the problem. Up here, I should have some dots on this guy, so he has eyes too.

Up here is the the solution. Right? So we're we're happy. I bet his eyes are sitting somewhere on this, and I didn't copy them or something. Alright.

Anyway, so This is the problem state. This is the outcome state. We want people wanna go from here at the bottom of the mountain all the way up to the top of the mountain. Along the way, we have some milestones. Right.

So how do we get up there? Well, they could use this vehicle, but they tried that and that didn't work. And so what we need to do is get people to switch out of their old vehicle into a new vehicle. The reason why is that it's a lot easier to tell people Oh, no. You're trying to solve it the wrong way, and that's why, rather than trying to say, yeah, you're trying to solve it the right way.

Mine is just a little bit better. Right? It's just like, hey. Yeah. Key was great, but but my key was better.

That's hard sell to make. Right? Rather than no, like, it's not, like, Kiro's wrong. You need, like, you need my keto, which is you given a unique name and it's it's different. It's different in some way.

It's not just better. It's different. So you try to solve it using just dieting, and that's never gonna work. And here's why, what you need is keto, or diabetes. Right?

You've tried to solve it with just like, I don't know, eating a little less sugar and, like, monitoring your insulin, and it's not working. What you need is keto that can actually heal the diabetes. Right? So you give people a new mechanism, a new some people call it a new opportunity. This is the pitch that we wanna make.

So what you need to do right now first is figure out where are they? Where are they currently buying their stuff? Were they congregating or were they looking for solutions to this? And what are they buying? To try to solve this problem, yes, they might be buying books, audiobooks, courses, seminar, software, watching videos in YouTube, etcetera.

But with important pieces, what mechanisms do they represent? Does that make sense? It's like we're trying to get From a to b, from problem to outcome, there are many paths. There are many ways that many many vehicles many mechanisms that we can take to get from a to b, what mechanisms have they already tried? And then what we're gonna get to next is how yours is different, what your mechanism is, that's different.

But for now, just map out I'm gonna give you guys 3 minutes, map out where are they? And what mechanisms have they tried to reach to resolve their problem and reach their outcome. I'm gonna give you 3 minutes. Starting now. Nice.

Alright. Good job, everybody. So the question is, so I'm seeing your your comments great, Matt. So What I would say so Facebook groups, YouTube, Google, I love to so me I've never heard that outside of Denmark. You might be a a skinny name and things Somi for those who are not not Actually, no.

You're in Sweden, so I guess it's a Scandinavian thing. Yeah. Somi is is social media, which I guess, includes the other ones. Yeah. The problem with the gym and the bar and that kind of stuff is, like, they're gonna be hard for you guys to target there.

And the therapist. Like, you're it's gonna be hard for you to be in the like and the question is the question is where where do they go to shop? Not where do they live, where do they hang out, where do they go to buy. Right? They probably don't go to the bar to buy help for the problem of being lost in life.

Right? Well, maybe. Right. Yeah. It's a good point.

They go there to buy alcohol to to numb the pain. But, yeah, maybe not solve it. But, yeah, what we're looking for is places that we're can we can meet them. Places that we can advertise or wait we can be present. So that we're in the conversation when they're looking to buy.

Yes. Varus is LinkedIn, Amazon for books, YouTube for videos? Yes. And the big question is, like, what are the mechanisms? Right?

What are the mechanisms that they've tried to solve this? And so maths in your case, a mechanism would definitely be, like, working out more. Right? Like, if they think that if they do another triathlon or maybe get a super car or or, I don't know, depending on the the audience, the level, but, like or maybe go on a hunting trip with the friends or pick up a hobby or something that that's gonna solve it. Like, so those would be mechanisms sort of just try to solve it.

But if they were actually serious about solving it. Maybe they have tried other things that are that are that are real. Like, you mentioned, like, a workout group could maybe something that and and a life career family coach. Yes. Exactly.

Yeah. And so it's important to know, Karif, I'm seeing yours here. Church conference in Christian gatherings. I don't really know yet what they've tried to do to solve it. So the reason that's important is because we need to be in the conversation.

Right? We're not the only thing option available to them. And we need to know what else they are, what else they're seeing or hearing so that we can know how we relate to that. How we're different from that. And we can position ourselves correctly so that we get we get them we get their attention.

Let me see what else we got. Lean is buying ready made from the store. Try to design themselves, event planning, using post to keep everything in their head. Yes. Yeah.

And maybe there's, again, specific things. I don't know those markets. I don't I have no idea what the mechanisms are. Ingrid's marketing groups and courses have filled out PDFs and still not found clarity. Yes.

Yes. So they've probably done some kind of business coaching programs or or that kind of thing. Yeah. That seems reasonable. Suzanne, The doctor don't help looking to alternative solutions on the Internet, social media, and Google.

What mechanisms reading on the Internet, Google Books. Yeah. So those are not mechanisms. Right? Reading on the Internet is not the mechanism.

Reading in the inner Internet is the thing that you do to acquire the knowledge of what the mechanism might be. But the the when you're reading, right, It's like, you know, if we go to to chat GBT and we say, like, how do I how do I whatever it is. Suzanne, what was the thing in you were doing? Thing I have in my notes from yesterday. I forget.

Oh, it's like the earthing and all that stuff. Right? Yeah. And so the problem you solve is what's the problem you solve, Susan? What was the definition there?

Anyway, the point is if you type into chat GPT and you say, how do I solve x problem. It's gonna give you some steps. Right? How do I solve, you know, cure myself from diabetes? Alright.

Let's try it. See what happens. So so it's, like, consult a health care professional? Well, that's not a step. Med medication insurance.

So it says take insulin, monitor your blood sugar, eat a healthy diet, get regular size. Manage your weight. Manage your stress. Stick with your medications. They're definitely being paid by Big Pharma.

Get regular checkups, education, and support. So the steps here are basically take take some drugs, monitor deluxe sugar, eat healthy, right, exercise, and make sure you don't you're not fat and stressed. Right? That's that's essentially that's that's the mechanism here. And so we would give that a name of some sword.

Right? And then, like, that's the that's the me mechanism that they've currently tried, and how is yours different? This is what like, that's what we're looking to get. So we wanna know what mechanisms have they tried. Like, Did they try to exercise and diet?

Did they try, like, whatever.