Market Truth
Market truth is the foundation of the system: who you help, what problem they already feel, and what outcome they will pay to reach. When market truth is clear, everything downstream becomes simpler, because you stop guessing.
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What it is
Market truth is a precise understanding of:
- who you help
- what problem they already feel (Point A)
- what outcomes they will pay to reach (Point B)
- what constraints they live inside
Without market truth, everything downstream becomes guesswork.
Why it matters
If you don’t know what’s true in the market, you will compensate with noise:
- broader messaging
- more content
- more channels
- more “positioning”
But clarity can’t be manufactured downstream.
What “good” looks like
You can answer, in one breath:
- “I help X who are stuck with Y, achieve Z, without A.”
How to find it
- Start with specific people you’ve helped (not your ideal fantasy customer).
- Extract phrases they used (not your language).
- Identify what they tried before you.
- Identify the moment they became willing to pay.
Next step:
Once market truth is clear, offer design becomes straightforward.
Explore next: Offer design