I thought this post on X a few weeks ago was a massively good point by @mijustin, an overlooked way of think about business or product ideas.

“Many customers are on the cusp of taking action; they just need a slight nudge to take the leap.”

In short, lowering the barriers to personal, desired action is a good product strategy.

Rather than trying to create a new need or demand, it may be more effective to target those customers who are already actively working towards a solution to a problem or challenge.

By offering them a product or a service that provides a simple and low friction method to leap forward in their efforts, you can effectively meet their needs or desires.

This approach is not only customer-centric but also business-smart as it focuses on providing real value to the customers while also driving business growth.