Stop Building Better Mousetraps: Why Nobody Cares About Your Brilliant Solution
A few years ago, a colleague and I poured our hearts and souls into a project called "Chicago Wonk." We built a platform that cut through the noise of public policy debates, presenting both sides of the argument in a clear, concise way. Users could weigh in on critical issues, and we'd deliver their opinions straight to policymakers. It was smart, it was innovative, it was...a total flop.
Why? Because nobody asked for it. Nobody was clamoring for a simplified way to engage with policy debates. We built an elegant solution to a problem that didn't exist. And that is the heartbreaking reality of the "better mousetrap" fallacy.
We're told, "Build it and they will come." But the truth is, they usually won't. You can have the most ingenious product, the most groundbreaking service, but if it doesn't solve a problem people actually have, it's destined to gather dust in the attic of good intentions. This isn't just about product companies. It applies to nonprofits, government agencies, service providers – anyone with an audience. Don't waste your time, effort, and resources developing answers to questions nobody is asking.
So, what's the secret? Solve problems your audience desperately wants solved. The more urgent the need, the better. It's that simple. When you address a burning pain point, people will beat a path to your door.
But here's the catch: You can persuade people they have a problem they didn't know about. Remember "restless legs syndrome"? Before a massive pharma campaign in 2003, most people had never heard of it. Suddenly, it was keeping Americans awake at night. Or consider the 2024 election. Illegal immigration was the hot-button issue, despite the fact that the vast majority of Americans are totally unaffected by it. A candidate hammered on the issue, media outlets amplified it, and a problem was born.
But here's the reality check: Unless you have a big pharma or presidential campaign budget, creating a perceived need is a risky game. It's far more effective to tap into existing anxieties, the things that keep your audience up at night. Stop building better mousetraps and start solving real problems.
