The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future

KEY POINTS
Value  means  “helping  people.”  Our  unexpected  entrepreneurs
discovered  that  when  they  focused  on  providing  value  above  all
else, their businesses were successful.
  Give  people  what  they  really  want,  not  just  what  you  think  they
should have. Give them the fish!
 The more you can market a core benefit instead of a list of features,
the easier it will be to profit from your idea. Core benefits usually
relate to emotional needs more than physical needs.

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 Most people want more of some things (money, love, attention) and
less of other things (stress, anxiety, debt). Always focus on what you
can add or take away to improve someone’s life … and then prepare
to get paid.
 
*
See the “
Fish Stories
” appendix at the back of the book for twenty-five
more examples of how to reframe a descriptive concept as a benefit-driven
story.

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