Meet the Market Where They Are

If I’ve learned anything over the years—through a few successful ventures and a few “learning opportunities” (read: flops)—it’s this: the market doesn’t care how smart we are, how perfect our product is, or how long we spent in a whiteboard war room. The market wants what the market wants. So the key is: meet the market where they are.

I know, it sounds simple. Like “just eat better” or “just do your taxes in February.” Easy in theory. In practice? A little messier.

The Wrong Fit

We all fall into the trap. We dream up something brilliant, build it, polish it, give it a clever name, maybe even a logo—and then… crickets. The market shrugs. Meanwhile, someone else launches a product that looks like it was designed in PowerPoint 2003, but it solves an urgent pain point, and suddenly they’re on the cover of Fast Company.

It’s like showing up to a summer barbecue in a tuxedo. Is it a great tux? Sure. Are you going to be the guy sweating through his cummerbund next to the potato salad while everyone else is in flip-flops? Also yes.

Understanding the Real Problem

Meeting the market where they are means understanding the real problem people are trying to solve. Not the one we think they should care about, but the one they’re already frustrated with on Tuesday at 4 p.m. when they’re two clicks away from throwing their laptop out the window.

It also means using language people actually understand. I once sat in a pitch meeting where a founder used the phrase “synergistic innovation alignment” three times in two minutes. I’m still not sure what it meant, but I do know the investor was Googling nearby coffee shops before he even finished his latte.

Listen and Adapt

The folks who win are the ones who listen. Who adapt. Who aren’t too proud to admit, “Okay, maybe my big idea needs a smaller on-ramp.”

And look—this doesn’t mean selling out or chasing every shiny object. It means staying grounded, staying curious, and remembering that business isn’t about convincing people to want something. It’s about showing up with something they already do.

What Does the Market Need

So, whether you’re building a product, offering a service, or launching something new (even if it’s your third “pivot” this quarter—hey, no judgment), ask yourself:

• What does the market actually need right now?
• What are they frustrated with?
• And how can I show up like the guy who brought ice to the picnic, not the one who brought a PowerPoint?

Because the market’s not waiting on us. We’ve got to meet them where they are—and ideally, bring snacks.