Solving a critical problem for a specific group of people, one worth paying to resolve.

Successful businesses are built by addressing critical problems for an audience willing to pay for solutions to their issues. The Preparation Stage is when you make these foundational choices. Once in motion, a business has certain inertia that makes these decisions difficult to alter. While pivoting your business into new markets can be the right move at times, it requires additional effort. This is why it’s wise to invest significant time upfront to get things right initially.