IS BUYING YOUR PRODUCT OPTIONAL FOR THE CUSTOMERS YOU ARE TARGETING?

Summary from the TLDR Founders newsletter

Your best customer loves the product. Why won't another company just like them buy it? Having the same problem doesn't mean having the same reason to act now. Take AI search. A marketer might urgently need a dashboard because their boss wants an answer about visibility, while feeling little pressure to buy a tool that actually improves it. Look back at what was happening when customers bought. What could they no longer postpone, and why couldn't their existing tools or another available option solve it?