Startup founders and their organizations are driven mostly by the need to create solutions for customers. And that is how most startups become successful – by providing solutions to a specific market. But what happens if the customer and a startup do not have a complete understanding of each other. What could happen?
There is no better way to dramatize that, than from this scene from the movie Lost in Translation, starring Bill Murray. No further descriptions to prevent spoilers. Just watch, let the conversation unfold, because the lesson is there, folks.
What actually makes the scene funny is how the interpreter translates the director’s instruction to Bill Murray. Now, I don’t know Japanese, but just by basing on the director’s dialogue, I am pretty sure that his instructions / message was more than what the interpreter says. Unfortunately for Bill, he simply “trusts” that his interpreter is accurately conveying the instructions
Getting back to Startups. This is why entrepreneurs and startup founders are advised, in fact – literally pushed – to get out of the building, to know first hand what their customers want, understand the market problems, so they can successfully provide solutions that will inevitably help their business venture succeed. Now, this scene may be a too literal example of speaking the same language, but it does provide an accurate scenario on the importance of knowing your customer and speaking their language to understand their wants and needs.
So if you’re startup idea is set to solve problems in the farming and agriculture sector, then go out and talk to farmers. Learn their jargon, know the lifestyle. Understand every detail. If you are trying to solve a problem in the medical field, then immerse yourself with the customers. That goes for different sectors
Always remember that startups fail not because of product development, but rather due to the lack of customers. And the lack of customers come from not understanding your market well. If you know your market well, and you speak the same language as your customers – then product development should be easy, and your startup’s success is inevitable.