The Two Things That Have to Be True Before Demand Can Exist
Here's the thing — you can have the best product in the world, the slickest marketing campaign, the most persuasive copywriter on the planet. But if these two things aren't in place, nobody's buying. Here's the thing — not because they don't like you. Worth adding: not because your pricing is wrong. But because demand itself cannot exist without them That's the part that actually makes a difference..
I learned this the hard way. Here's the thing — we built it, designed it beautifully, ran ads, pitched to investors. Years ago, I was convinced that good marketing could sell anything. On top of that, crickets. Not because the app was bad. Day to day, not because nobody likes birds. Because of that, i had a friend with a brilliant app idea — a social platform for birdwatchers. But because we skipped two fundamental prerequisites.
Demand isn't magic. It's not luck. It's not even primarily about marketing That's the part that actually makes a difference..
Demand is a condition. And like any condition, it requires specific ingredients to come into being.
What Demand Actually Requires
Let's get real about what demand is. It's not just "people want to buy something.Practically speaking, " Demand is the intersection of want and ability. It's the moment when someone has a problem they care enough about solving, and they also have the means — financial, psychological, situational — to act on that desire.
Think about it. You can want a Tesla. You can dream about that Model S. But if you're a college student living paycheck to paycheck, that want doesn't translate into demand. On top of that, you don't have the ability to act. No demand exists, regardless of how badly you want it Not complicated — just consistent..
Conversely, you can have all the money in the world but zero interest in electric cars. Again, no demand.
This is why so many businesses fail — not because they built something people don't want (though that happens), but because they assumed that building something would automatically create the conditions for demand. It doesn't work that way Nothing fancy..
The Two Necessary Factors
So what are these two factors? They're deceptively simple, which is exactly why they're so often overlooked.
Factor One: A Problem Worth Solving
Not just any problem. A problem that someone actually experiences, feels acutely enough to want relief, and considers important enough to spend resources addressing.
This sounds obvious. But here's what most people miss: the problem has to be felt, not just identified. You can tell someone they have a problem all day long, but if they don't feel it, they won't act on it Took long enough..
I remember reading about a startup that built an app to help people organize their digital photos. But here's the kicker — most people didn't feel like they had a photo organization problem. The problem was real. So people have thousands of photos scattered across devices. On top of that, they just lived with the chaos. Brilliant solution, right? The app was solving a problem that existed in theory but not in practice Practical, not theoretical..
The problem has to be painful enough that people are motivated to change their behavior. That's the threshold.
Factor Two: The Ability to Act
This is where it gets interesting. Ability isn't just about money, though that's part of it. It's about having the capacity — financially, psychologically, and situationally — to respond to the problem.
Financial capacity is the obvious one. Because of that, you need to be able to afford whatever solution exists. Are you willing to change your habits? Are you open to new solutions? But psychological capacity matters too. Do you trust that this solution will actually work?
People argue about this. Here's where I land on it.
And situational capacity — are you in a position where acting makes sense? Maybe you have the money for that gym membership, but you're recovering from an injury. Maybe you can afford therapy, but your insurance doesn't cover it and you can't justify the out-of-pocket cost right now.
Quick note before moving on Easy to understand, harder to ignore..
All three forms of ability have to align for demand to exist And it works..
Why This Matters More Than You Think
Here's what happens when you ignore these two factors: you waste time, money, and energy trying to create demand where none can exist. You end up pushing on a rope, wondering why your brilliant solution isn't taking off Simple, but easy to overlook..
But when you start with these two factors, everything changes. Instead of asking "How do I get people to buy this?" you ask "Who has this problem badly enough to act, and what would it take for them to be able to act?
That shift in framing is everything Took long enough..
Take the subscription box market, for example. At its peak, everyone wanted in. But the companies that succeeded weren't necessarily the ones with the best boxes. They were the ones who identified people who had a genuine problem (not enough time to discover cool products) and the ability to solve it (disposable income, willingness to try new things) Surprisingly effective..
Real talk — this step gets skipped all the time.
The companies that failed? They found people who might like surprise gifts, but didn't actually have the problem or the ability to act on it consistently.
How to Identify These Factors in Practice
So how do you actually apply this? How do you figure out whether both factors are present in your market?
Start With the Problem
Don't assume you know what problem people have. Go find them. Think about it: talk to them. Think about it: watch them. Listen for the language they use when describing their frustrations.
The key question isn't "Do they have this problem?That's why " It's "How much does this problem bother them? Think about it: " You want to hear phrases like "I'm tired of... " or "I can't stand it when..." or "This drives me crazy Simple, but easy to overlook..
If you're hearing "That's interesting" or "Yeah, that could be useful," you're not dealing with a problem that's felt deeply enough Practical, not theoretical..
Test for Ability
Once you've identified people who feel the problem, dig into their ability to act. Ask about their budget constraints, their decision-making process, their past attempts to solve similar problems.
Here's a pro tip: people will often say they're interested in something even when they don't have the ability to act on it. Now, what they say and what they do are two different things. Watch for actual behavior — previous purchases, time spent researching, attempts to solve the problem themselves.
The gold standard is when someone has already spent money trying to solve the problem, even poorly. That tells you both factors are present.
Common Mistakes People Make
I see the same errors over and over. Here are the big ones Easy to understand, harder to ignore. But it adds up..
Assuming Interest Equals Demand
Just because someone says they're interested doesn't mean they'll buy. Interest is cheap. Demand requires action.
I worked with a company once that had hundreds of people sign up for their webinar. Great engagement during the presentation. But when it came time to buy, crickets. Why? Because while people were interested in the topic, they didn't actually have the problem badly enough to spend money on a solution Small thing, real impact..
Ignoring Psychological Barriers
Money isn't the only barrier to ability. People might have the cash but lack the confidence, trust, or motivation to act. They might be risk-averse, skeptical of new solutions, or simply overwhelmed by choices.
A friend of mine runs a fitness coaching business. She had potential clients who could absolutely afford her services, but they kept saying they needed to "think about it." What was really happening? Day to day, they were afraid of failing again. Previous attempts at fitness had left them feeling defeated, and that psychological barrier was stronger than any sales pitch That's the whole idea..
This is the bit that actually matters in practice.
Solving Problems That Don't Exist
This is the classic trap. So you identify what you think is a problem, build a solution, and then wonder why nobody cares. But the problem never actually existed in the minds of your target audience Simple, but easy to overlook..
The lesson here is simple: validate the problem before you build the solution. Spend more time understanding the problem than designing the answer.
Practical Tips That Actually Work
Let's get tactical. Here's what I've found works when evaluating whether both factors are present Simple as that..
Talk to People Before You Build Anything
I know, I know. You're excited about your idea. Think about it: you want to start building. But trust me on this one — spend at least twice as much time talking to potential customers as you spend building.
Ask open-ended questions. Look for emotional language. Listen more than you talk. The goal isn't to pitch your solution; it's to understand their world.
Look for Existing Spending Patterns
People vote with their wallets. If they're already spending money on related solutions — even poor ones — you know both factors are present.
A client of mine wanted to start a meal delivery service. Before investing, we looked at what people in his target market were already spending money on
— things like pre-made salads, frozen dinners, and restaurant delivery apps. The fact that they were already paying for convenience told us the problem was real and the willingness to spend was there. That's a powerful signal.
Test Willingness to Pay Early
Don't wait until launch to find out if someone will actually pull out their credit card. Create a simple landing page, run a small ad campaign, or offer a pre-sale. If people won't commit money before you've built anything, they probably won't after either.
One entrepreneur I know offered a discounted annual subscription before his product was even finished. He got 40 signups. That wasn't just interest — that was demand backed by action.
Look at the Gap Between Current Solutions and Pain Points
Sometimes people are already solving a problem, but the existing solution is so bad that they're desperate for something better. That gap is opportunity.
Think about how people manage their finances before tools like Mint or YNAB came along. They were using spreadsheets and pen and paper — clearly a problem existed, but the solution was clunky enough that a better alternative had a ready market.
It sounds simple, but the gap is usually here Worth keeping that in mind..
Pay Attention to Frequency and Urgency
A problem someone thinks about daily is very different from one they consider occasionally. The more frequent and urgent the pain, the stronger the demand And that's really what it comes down to..
If your target audience confronts the problem every single day, you have something worth paying for. If it's a once-a-year annoyance, you'll struggle to justify the cost.
Bringing It All Together
Demand isn't a mysterious force that either exists or doesn't. But it's made up of two tangible components: the emotional weight of a problem and the practical ability to act on it. Both have to be present — and both have to be strong enough to overcome the natural inertia that keeps people stuck in their current situation.
The businesses that thrive aren't the ones with the flashiest products. They're the ones that found a real problem real people are motivated and able to solve right now Easy to understand, harder to ignore..
So before you pour more time or money into anything, ask yourself two questions: Does this audience actually feel the pain? And do they have the means — financial, emotional, and practical — to do something about it?
If the answer to both is yes, you're not just building something people want. You're building something they'll pay for. And that changes everything.
