Video · ~90 min

Startup Secrets: Building a Value Proposition

Michael Skok · Harvard Innovation Labs Free Intermediate

Skok frames market opportunity through unworkable and unavoidable problems, which is a useful way to find the painful behavior you are replacing when no category exists. He connects the value of the problem directly to the size of the prize. Watch it to size around pain rather than around an existing product line.

• Find the unworkable or unavoidable problem, then size the value of fixing it.
• The person who gets fired if the problem persists is often your first buyer.
• Market size follows from how costly the problem is, not from a category label.