How to Find Unique Business Ideas: Focus on Real Needs Before Defining Buyer Personas

Problems before persona

Author

Eric Lee
January 31, 2025

Think of it like this: If you want to help someone, you don’t start by guessing their age, job, or hobbies. You start by asking, “What are they struggling with?”

For example:

  • People don’t buy a drill because they’re “homeowners in their 30s.” They buy a drill because they need a hole in the wall.

  • Someone orders fast food not because they’re a “student” but because they are hungry and in a hurry.

Why Defining Problem Matter More Than Personas:

Demographics don’t tell you why people buy things

A busy parent and a student might both buy the same microwave meal. Their ages and jobs are different, but their needs is the same: “I need to have a quick meal”.

Focusing on the needs helps you invent better stuff

A fast-food chain realised people bought milkshakes not because they loved milkshakes, but because they needed something easy to eat during a long drive. So they made the milkshakes thicker and added a grab-and-go straw. Sales went up!

Personas can trick you into having a stereotype mindset

If you assume only “young people” want tech gadgets, you might miss a 60-year-old who needs a simple smartphone to video-call grandkids. The needs (staying connected) matters more than age.

New medium, old habit

Trends change, but basic human needs don’t. Cars used to be about status; now they’re about getting somewhere without polluting. The “job” evolves, but the focus on solving problems keeps your business relevant.

The ‘job’ of listening to music evovles.

“But personas help us target ads!”

Sure, personas are still useful — after you know the needs(job). Think of it like this:

  1. First, fix the problem (e.g., “help people eat quickly”).

  2. Then, figure out who needs it most (e.g., “busy parents” and “night-shift workers”).

Conclusion

At the heart of every great product or service is a simple truth: People don’t buy things because of who they are, but because of what they need to solve their immediate problem.

Instead of asking, ‘Who is my customer?’ start with, ‘What problem are they trying to solve?’ Build solutions that address real needs first — then worry about who’s buying them. That way, you’ll create things people actually want.

If you are keen to explore this deeper approach, that’s what Jobs-to-be-Done is all about.

References

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