02 – Customer Problem & Archetype

Why you should focus on the problem rather than the solution

Just a hint for artists. You might wonder why we are talking about a problem in the first place? But think about it : what is your art even about? For example if you are a rapper who talks about social injustice, this is the “customer problem”. You are his voice and you represent his demographics. If you make pop music, your customers problem might be boredom…or that he or she wants to dance….so focus on that. You must become the one and only solution everyone talks about. If you start going from problem to problem you might dilute into oblivion.

Key Assumptions

Now going back to a more business oriented perspective lets start with the Key Assumptions. start by assuming things about your audience/clientele. Example: “Artists are in need of digital marketing services” – therefore my business xyz will help artists optimize their digital strategy
or
“Music managers are in need of legal templates” – therefore my business xyz will create a database of legal templates
Int he case of an artist it might be
“There is an audience for electronic guitars mixed with Inuit rhythms….”

Customer Archetype

It is very important to know your target audience. This has many benefits, such as recognizing them and being able to talk to them right away. Also if you will do digital advertising your CPC (cost per click) will drastically increase if you don’t define the target well enough. To describe your ideal customer/fan you must make a detailed list of his/her attributes. This shall include demographics such as Age, Gender, Home Country/City, Native Language. Also think about their interests such as Favorite Genres in Film/Music/Art. Favorite Artists/Actors. What is their most probable work position, salary range…

Empathy Map

Now think about the following. We have just mapped out an archetype of whom we might be able to provide services for. But do they need this service or are they looking for this type of art all the time? Think about when the ideal moment or state of mind is for them to think of you and to use your service or consume your product. When they are sad they are unlikely to listen to a pop song. When they are independent musicians they are unlikely to use legal templates…and so on.
Here you can download a basic template for Empathy Maps. Fill in the blanks for the following questions:
Thinks – What does he/she think about
Hears – what does he/she hear? who does he/she listen to?
Sees – what does he/she see? what is he/she surrounded by?
Feels – how does he/she feel about things? what is important to him/her?
Pain – what is a pain for him/her? what problems does he/she deal with often?
Gain – how is my solution helping him/her? what’s the benefit of my service or product?

Existing Solutions

Write a list of at least 30 keywords that you would use to find information about your customer problem. These keywords will help you find new sources and they will also help you to be found. Keep this list in a place that is easy accessible so you can look up news on a regular base. Also when you start posting about your business you can use some of those keywords as hashtags so that other people can find you.

Failed Solutions

Find competitors who failed in this field. You might be able to find blogposts or articles about it. Maybe its an album of a really good band that flopped or maybe a startup that was just too early for this solution. Learn from them, but don’t be scared by their failure. Examine how you can leverage this knowledge. Sometimes the circumstances change, especially with up and coming technology. For example an artist that wasn’t able to sell many records with a major label in the 90s could be able to have a very successful career as an independent artist nowadays….

Failed Solutions

Find competitors who failed in this field. You might be able to find blogposts or articles about it. Maybe its an album of a really good band that flopped or maybe a startup that was just too early for this solution. Learn from them, but don’t be scared by their failure. Examine how you can leverage this knowledge. Sometimes the circumstances change, especially with up and coming technology. For example an artist that wasn’t able to sell many records with a major label in the 90s could be able to have a very successful career as an independent artist nowadays….

Failure

Think about what means failure to you. What would be a scenario in which you would stop pursuing your goals? Remember this might be the business or career you want to pursue for the rest of your life and oftentimes persistence pays out. Are you going to be able to keep pushing through the hard times? Or can you possibly get a side gig while the revenue from your project is not sufficient to pay the bills?

Pitch

Remember to work on your pitch. Get coworkers, bandmates, friends and family to provide useful feedback on this. Remember that you must be always able to recall this pitch in any form. So get your one-sentence pitch together and your one-minute elevator pitch as well.
02 – Customer Problem & Archetype

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