Take a look at this list of reasons startup founders give for failing.

These are just some of them:

• The cost of customer acquisition,
• Ahead of its time,
• Wrong positioning,
• Not enough income,
• No problem solution fit,
• Wrong target market,
• Low customer adoption,
• Too early,
• Not enough demand,
• No real audience; and
• Too much ego.

What all these reasons point to is that entrepreneurs did not make something enough that people wanted.

With Covid-19 forcing businesses to scale down and other closing down, the reasons why your customers should care about your idea just became harder.

It is easy to fall in love with our ideas. The trick is to take our rose-tinted spectacles off for long enough to understand exactly why, in a world of infinite choices people will notice, care, choose and pay us for them.

Don’t tell us what you made, tell us why it is going to matter.