Do This Before Building Anything

Hey founders,

A lot of entrepreneurs believe that if they build a product or service, customers will naturally come.

Sometimes… that works! 

But for the vast majority of us – it won't. 

Businesses fail when they build first, without validating if anyone actually wants the thing. 

It doesn’t matter how much time, money, or effort goes into building something if no one needs it. The best businesses don’t start with an idea. They start with a customer.

Let’s break down how to do it right.

Start with a Specific Customer, Not Just an Idea

Most failed businesses start like this: “I have a great idea, let’s build it.”

Successful businesses start like this: “I see a specific customer struggling with a specific problem. How can I solve it?”

The more specific, the better. 

Instead of “helping small businesses with marketing,” think “helping roofing contractors book more jobs through direct mail.”

Why does this matter?

• If your audience is too broad, marketing becomes expensive and ineffective.

• If the problem isn’t urgent, people won’t pay for a solution.

• If the customer doesn’t have money, selling becomes impossible.

A specific audience with a real problem = easier marketing, faster sales, and higher conversion rates.

Test Demand Before You Build

Smart founders test before they invest. Before spending months building, make sure people actually want what you’re selling.

Here’s one way to validate demand:

• Run a simple ad campaign – Set up a landing page and track clicks to see if people are interested.

• Create a waitlist page – If people won’t even sign up, they won’t buy later.

• Pre-sell the product – Ask for a deposit or offer early access to see if people will actually pay.

If nobody bites, that’s a sign to pivot before wasting time on something that won’t sell.

Build With Customers, Not Just For Them

One big mistake is relying on gut instinct instead of real customer feedback. 

Many people spend months perfecting a product… only to realize they built something nobody needs. 

Instead:

• Talk to real potential customers. Don’t guess—ask them what their biggest pain points are.

• Launch fast and get feedback. A rough product with real users is better than a “perfect” one no one is using.

• Adjust based on data, not opinions. Look at what customers actually do, not what they say they want.

The fastest way to fail is to build in isolation. 

The fastest way to win is to build alongside your customers.

Build What People Want, Not What You Want

For better or worse, no one cares how passionate you are about your idea. 

They care about whether it solves a real problem for them.

Most founders fail because they start by building instead of listening.

So this week ask yourself:

• Who is the exact customer I’m building for?

• Have I validated demand before investing in development?

• Am I iterating based on real feedback, or just assumptions?

If these steps aren’t in place, stop building and start talking to your potential customers.

Until next week! 

— The Tribe Team