Building Without Clarity: How I Researched My Way Through the Unknown

When we kicked things off with our product, I wasn't some guru with all the answers.

Seriously, I felt like I was missing most of them! I didn't have fancy plans or detailed market studies sitting around. What I did have was this strong feeling—a voice in my head that wouldn’t quit—telling me we had to find the right people who would love what we're building. 

But here's the thing, how do you even do that when you’re still trying to figure things out yourself?

It felt like stepping into thick fog with a flashlight that kept going dim. But we started walking anyway. My co-founder and I were trusting our instincts more than any chart or report at that point. We had both spent times working in corporates, so we knew that data matters a lot. You can’t just rely on hunches. It was time to take the plunge and let solid data guide our actions.

What We Did Know for Sure

Okay, so we had this idea, see? It wasn't just about selling things, like, here, buy this widget. It was more about what people are really after when they open their wallets. It hit us: they're buying a piece of themselves, chasing a feeling, or maybe fixing something they can't even put into words.

We're thinking, okay, if we can make something that does all that – you know, gives them a little thrill, is kinda out there, and unlike anything else – then we might actually be onto something cool.

But here's where things got tricky. How do you even do that? This wasn't something you could just Google.

We were basically flying blind. Had absolutely no idea what other brands were up to, what was hot in the market, or even what folks truly wanted deep down. And let me tell you, that kind of uncertainty? It messes with your head. You start second-guessing everything, spend hours staring at the ceiling at 3 AM, and get this awful feeling that you're just spinning your wheels. It's like, Are we totally off base here? Are we wasting our time on a crazy idea that nobody even cares about? That was the question haunting us every step of the way.

You just want to create something that people connect with, something that actually matters. That meant digging deeper and really trying to understand what makes people tick, not just throwing another product out there and hoping it sticks.

It was a bit scary, not knowing what the next step should be. But we knew we had to push past that fear and start figuring things out. You know, start doing the work.

Seeing Things from Two Sides: Owner and Customer

Okay, so the game-changer for me was really seeing things from two totally different angles. I started thinking, okay, what about the people making this? But also, what about the folks who might actually buy it?

When you're kicking off a company, your head filled with stuff like keeping the lights on, growing bigger, how everything runs, what it all costs, turning a profit, and creating something that sticks around. Basically, survival mode! But then, if you put on your customer hat, things get way simpler. I started asking myself:

• Does this thing actually grab me? Do I get it?
• Does it give me that little spark, make me feel good, or excited, or something?
• Does it solve some annoying problem I didn't even know I had? You know, those little aha! moments?

Juggling those two perspectives—maker and buyer—really kept me in check. It's super easy to get wrapped up in your own awesome idea and forget that the rest of the world isn't sitting around waiting for it! It's got to actually fit into people's lives, make their day a little better, easier, or more interesting. And if it doesn't? Well, it's just not going to work.

I found that if I only focused on what I wanted to create, I'd lose sight of the needs of my target audience. For example: I wanted to build an amazing coffee maker with all kinds of features that nobody needed. I wanted to do that because as a builder, I wanted to show off. But the buyer just wanted something that makes coffee quickly. Thinking about that buyer at the start saved me money, time, and some embarrassment.

Also, keeping the customer in mind prevented making assumptions about their needs. Instead of making assumptions, I had to talk to people. It was humbling and helpful. I learned that most people don't care about all the things I care about, and that's okay. It also meant that I wasn't thinking about myself, but others.

When You’re Lost, Start Asking Questions. A Lot.

Okay, so I never actually went to business school. My education came from getting out there and talking to people, both on the web and face-to-face.

And I'm not talking about those stiff, formal interviews. I mean real, down-to-earth chats. I wanted to understand what made people tick and what problems they were facing.

You wouldn't believe some of the best ideas we got. They came from all over – voice messages out of the blue, long online chats that went on for hours, or even just quick phone calls with people I'd never met before who ended up becoming our biggest supporters.

I would ask them direct questions, stuff like:

• Why would you even think about using this in the first place?
• What keeps you from doing [X] as much as you would like?
• What kind of feeling are you hoping for when you use something like this?

I wasn't fishing for compliments or trying to get people to pat me on the back. I really wanted to understand the issues people were dealing with. That's where you find the gold, the real insights that spark innovation.

Becoming a Secret Shopper: A Little Weird, But It Works

Okay, so I went all-in on figuring out what other brands are doing. I started buying their stuff, subscribing to their newsletters, and even paying attention to their ads. Basically, I wanted to experience things the way their customers do.

You could say I became a secret agent, but instead of saving the world, I was trying to figure out business!

I jumped into online communities, read lots of comments, and tracked discussions. I wanted to see what people were happy about and what made them roll their eyes. I wasn't trying to copy anyone's homework. My goal was to get a sense of what was clicking with people, what was falling flat, and where there were still unmet needs. I was looking for those gaps where we could do better and make a real difference.

Like a Focus Group, But More Relaxed

So, instead of doing those stiff, formal meetings with loads of people and boring presentations, we kept it super casual. I would just gather a few friends, people who were into trying out new stuff, or anyone who seemed generally interested in what we were up to.

We’d either jump on a quick video call or just meet up for coffee. I'd show them what we were working on – could be sketches, samples, or even just early versions of stuff. And then, I’d just listen to what they had to say. Really listen.

You know, some people would be straight up about it. They might say, Yeah, I wouldn’t use this at all. Others would be a bit more specific, like, I could see myself using this for this one thing, but probably not for anything else.

I remember one person looking at something and saying, this actually feels like something I'd wear if I was feeling particularly brave that day.

And honestly, that was it. Those little comments, those honest reactions – that's the kind of stuff that showed us where we needed to go and what direction to head in. That was our compass, pointing us the right way. It's way better getting real opinions from real people than sitting through hours of meetings, you know? It helped us stay on track and make sure we were building something people would actually dig.

Creating Customer Profiles: Keep It Real

Okay, so instead of using those one-size-fits-all portrayals and monotonous diagrams, we got real with our customer profiles. Think less formal presentation and more looking through a personal visual journey.

Basically, we grabbed screenshots from folks' social media accounts (with their permission, of course!), used actual quotes from talks we had, and wrote down patterns we kept seeing.

From there, some cool characters surfaced, stuff like:

1. The Shy Experimenter: This person's itching to try new stuff but needs a gentle nudge and a bit of assurance that they won't look silly. They're adventurous but cautious.
2. The Confident Trendsetter: This person already knows their style. They just need that special product that screams them.
3. The Classic with a Twist: This person digs modern stuff but wants it to feel authentic and not too out there. They like a bit of something new, but not if it's too flashy.

The best part? These weren't characters we concocted based on market analysis. Each one was a real person we interacted with. Talking to real people, and getting real insights, improved how we messaged, what we offered, and plotted our future moves. It's all about the difference between guessing and actually knowing.

The Usual Problems (They Never Really Go Away)

Okay, let's be real. You know how sometimes you do all the research, ask all the questions, and still feel like you're just not quite there yet? Yeah, that feeling doesn't magically disappear, does it? It's like some worries are just part of the package when you're trying to get stuff done. We all deal with it!

Think about it. Do you ever catch yourself:

• Feeling like you're constantly behind, like you should be doing more?
• Second-guessing every little thing you decide?
• Getting totally sidetracked by what other people are up to and comparing yourself to them?
• Worrying that you’ve somehow missed out on a chance to do something great?

If any of that sounds familiar, you're definitely not alone!

The thing is you don't really solve those problems in a final, definite sort of way. You just keep moving forward. You keep doing things. It's about taking that first step, and then another, and another.

When you take action, you figure things out as you go. It is like driving at night. You can only see as far as your headlights, but you can make the whole trip that way. Things don’t always go to plan, so you need to be able to change your plan quickly. You tweak things, change your approach, and try new stuff as you understand more.

Don't be afraid to reach out! Chat with friends, mentors, and people in your field. Ask for advice, share ideas, and get different point of views. Stay curious and keep learning. The world is always changing, so we need to keep an eye on new trends and approaches.

Here is the secret: clarity isn't something you have before you start; it is something you find along the way. It is the result of taking action and keeping on the move. Just get started and trust that things will become clearer as you go.

What I've Learned

So, you're making something new and don't know everything? Don't sweat it! That’s pretty much how it always goes. The trick is to keep your ears open, ask lots of questions, and be ready to change your plan as you learn new stuff.

Checking out what's happening in the market isn't just a one-time thing to do. It's more like a way of life. Keep your finger on the pulse!

It means you really care about the people you're trying to reach, but you don't need them to praise you all the time. You value their input, but you're not desperate for their approval.

Listen to what people are saying, but remember, you're still the one driving the bus. You get to decide where you're going.

Trust your instincts, but feed them good stuff first. I'm talking about information from real people's lives, not just dry reports and data. Get out there and see what's really going on.

Let's raise a glass to creating stuff even when you're not totally sure what you're doing—when you've just got a little bit of light to guide you and a whole heap of curiosity. Stay curious!

You might not have a pinpoint-accurate destination, but if you're paying close attention to what's happening around you, you'll know if you're heading the right way. Trust yourself; you've got this! Just keep learning, keep listening, and keep creating. The world needs what you're making.