The Bear had a really bad toothache that left him in bed for a week. Each day his wife would come by and bring him soup for breakfast, lunch and dinner. Along with is soup every day he would take an aspirin and said to himself, I would pay $1,000,000 to anyone that would help take this pain away.
Lesson: Potential customers are the same and want something that takes away the pain and is necessary rather than something that is voluntary. This is lesson is via The Startup Playbook by David S. Kidder. As he writes “this is an old mantra from the venture-capital world, but it is always a bit startling to me when I meet incredibly talented people chasing ideas that  are simply features, or partial services that couldn’t compete in mature markets. In the minds of the customers these types of offerings are elective, like deciding whether or not to take a vitamin…. On the other hand, if there is a large market of potential customers who can describe their specific pain to you, your job is to create the painkiller that will take away the hurt forever. Once customers start on your service or product, they never go off of it. It becomes a necessity.”
Image courtesy of Michal Marcol / FreeDigitalPhotos.net
Gresham W. Harkless Jr.https://iamgresh.com👤 Author Name: Gresham W. Harkless Jr.
Title: Franchise Broker & Entrepreneur | Founder, Blue Star Franchise
Experience: 15+ years in entrepreneurship, digital marketing, and business growth strategy
Location: Washington, D.C. Metro Area, USA
About the Author
Gresham W. Harkless Jr. is a seasoned entrepreneur, franchise broker, and the founder of Blue Star Franchise, where he helps aspiring and established business owners find the perfect franchise opportunity to match their goals, lifestyle, and financial vision.
With over 15 years of experience in entrepreneurship, digital marketing, and business development, Gresh has worked with hundreds of CEOs, founders, and small business owners through his media company Blue 16 Media and the I AM CEO Podcast, which has featured over 1,600 interviews. His unique background gives him a deep understanding of what makes a business succeed — and how the right franchise can change lives.
A proud member of the Franchise Broker Association (FBA), Gresham brings a consultative and client-first approach to franchise matching. His mission is to help people “run their race” by finding franchise opportunities that align with their purpose, skills, and lifestyle.
đź“š Credentials & Affiliations
Certified Franchise Broker – Franchise Broker Association (FBA)
Founder – Blue Star Franchise & Blue 16 Media
Host – I AM CEO Podcast (1,600+ episodes)
Featured in – 50+ Black Marketers on the Rise, Influencer & Media Innovators (2022)
B.S. in Business Administration – Howard University
