讓顧客迫切的需求帶你創業成功

新創事業之所以成功，不是因為打造了出色的產品，而是因為發現顧客迫切的需求，也就是「拉力」，並打造出與這股需求契合的解決方案。你的任務不是說服人們想要你的產品，而是找出他們早就迫切想完成的事，然後讓這件事變得更容易。
Startups do not succeed because they build great products. They succeed because they discover an urgent customer demand ("PULL") and build a solution that fits it. Your job is not to persuade people to want your product. Your job is to find what they are already desperate to accomplish and make it easier.

創業成功不靠打造更好的產品、募到更多資金、寫出更漂亮的商業計畫，或變得更會銷售。真正成功的公司，不是靠把產品硬推進市場而誕生的。最好的公司會先發現強烈的顧客需求，再讓顧客主動把解決方案拉向自己。

創辦新事業時，不要急著說服顧客買單。第一步，是先找出並了解市場上已經存在的需求。找到一個會立刻對你說「太好了，我要！」的顧客，再讓他教你如何找到更多這樣的人。需求──不是技術、不是資金，也不是計畫──才是每家成功新創事業背後真正的引擎。

「我從親身經驗，以及其他連續創業者身上學到的東西，跟商學院或暢銷創業書教你的截然不同。它可能會像當初衝擊我一樣，徹底顛覆你的想法。但接下來，它很可能也會讓你在創業路上少熬好幾個月，甚至好幾年的苦日子。新創事業失敗的原因很多，但成功只有一個原因：唯有找到並服務顧客需求，新事業才能成功。其他事情做得再好，只要找不到、也服務不了需求，就不可能成功。」
──羅伯．施耐德

Entrepreneurial success does not come from building a better product, raising more money, writing a better business plan, or getting better at selling. Successful companies are not created by pushing product into the market. The best companies discover intense customer demand and facilitate customers pulling the solution towards themselves.

When you build a startup, don't try and persuade customers to buy. Identify and understand the demand that already exists first. Find a customer who will give you an immediate "Hell Yes!" and let them teach you how to find more and more of them. Demand – not technology, funding, or planning – is the true engine behind every successful startup.

"What I've learned firsthand and from serial founders looks and feels wildly different from what you've been taught in business school or popular entrepreneurship books. It might break your brain like it broke mine. And then it will likely save you months or years in the pain cave as you navigate your startup journey. There are many reasons startups fail, but there is only one reason they succeed. New ventures succeed if, and only if, they find and serve customer demand. No matter what else they do right, they can't succeed if they don't find and serve demand."
– Rob Snyder