Customer indifference is the number one killer of new products and services. It can be a tricky problem to solve and even more difficult to detect, because it’s often mistaken for something else.
When customer indifference goes undetected, we wind up wasting a lot of time and money polishing and promoting a product that nobody is going to buy because nobody thinks they need it.
In my startup career, one that has included creating and selling dozens of new products, customer indifference has almost always been my number one enemy. Here’s how I learned to find it and fight it.