Not all problem confirmations in interviews should be counted! Didn't you know?

Today we continue digging into the topic of problem interviews. This is such an important stage that probably 80% of founders go through just for show. I've already learned to recognize poorly conducted problem interviews with 1-2 questions during a pitch. For example, they tell me the client confirmed the problem. But that's not everything. The problem may exist, but I don't want to solve it, or it exists but I've already solved it. So, there can be 7 types of responses about the problem (if you can formulate more, write in the comments), but only in 1 out of 7 the client hasn't thought about the problem, and only in 2 out of 7 cases can this person be considered your target audience.


Client does not realize the problem — Never thought about it. Hearing it for the first time, doesn't consider it significant.
Conclusion: Low probability they will become your client. The problem is non-existent for them.

Client realizes the problem, but it doesn't bother them — "Well, yes, it happens. But it's not a hassle." Conclusion: The problem is not acute enough. No motivation to find a solution.

Client realizes the problem and would like to solve it, but does nothing — There is frustration, but no action: "I want to, but I don't know how", "No time", "Too complicated". Conclusion: Potential market exists, but you need to lower entry barriers or increase motivation.

Client realizes the problem and has already tried something — "I tried solving it this way, but it didn't work", "Looking for a better solution". Conclusion: Great audience — already feels the pain, open to a new solution. Potential early adopter.

Client realizes the problem and has already solved it — Uses a competitor's solution or made something themselves: "Already automated", "Assigned to a contractor". Conclusion: Market exists, but entry is only possible with a more advantageous offer.

Client realizes the problem, but considers it inevitable — "Well, yes, it's always been this way", "Nothing can be done about it". Conclusion: Requires rethinking or market education to show that a solution is possible.

Client realizes the problem, but cannot solve it due to external reasons — "Internal regulations prevent us", "Processes cannot be changed", "No budget". Conclusion: The problem is real, but barriers are not in the product, but in the environment. Potentially long sales cycle.

What to do with this? Create an Excel spreadsheet and after each interview, listen carefully to respondents' answers and classify them according to the options above, and only color the positive ones green. Count statistics not based on everyone who confirmed the problem, but only on those worth working with. Think about how to distinguish them from all others at the profiling stage.