Imagine being seated in a theatre, waiting for your favourite play to start.
Ten minutes into the play, the lead character has an audio issue, and you can’t hear her properly.
She doesn’t realise the issue and continues to perform as normal. It takes the sound team about 5 minutes to get the normal audio back.
Maybe it was a signal issue. Or, maybe the team didn’t do a thorough sound check. What if the sound equipment failed at the last moment?
Does it matter to you what caused the issue?
The audience doesn’t really care.
They don’t care about your issues. Or, how great your product is. Or, how much funding you got from the investors. Or, how many followers you have on social media.
The aim is to put up a show that meets the needs of the audience you wish to serve. One that doesn’t just meet their expectations, but exceeds them. That’s all that matters.
It generally helps to start the process with a question, “What’s in it for them?”.