Throughout my entrepreneurial journey, from growing Ellie.com to a million dollars in just four months to founding and selling Swag of the Month before launching Hawke Media, I’ve learned that passion alone isn’t enough. The businesses that truly thrive are those that address actual needs in the marketplace.
Focus on Needs, Not Wants
I regularly hear people say, “I want to start this business” or “I have this great product idea.” My first question is always: Does it solve a real problem? This distinction between wants and needs is crucial.
Think about it this way—if you create something that’s merely cute or nice to have, like a decorative baby bib, will anyone desperately need it? Will customers call you at 3 AM begging you to send one immediately? Of course not.
On the other hand, when you develop solutions to genuine problems, you create something indispensable. These are the products and services people seek out because they fill a gap in their lives or businesses.
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Passion Follows Purpose
Many entrepreneurs get this backward. They believe they should follow their passion first, assuming success will naturally follow. While passion is important, I’ve found that true, sustainable passion grows from creating something meaningful that people actually need.
You simply won’t maintain the same level of enthusiasm for something that’s merely “nice to have” versus something that transforms lives or businesses. When customers truly value what you offer, their appreciation fuels your drive to keep improving and growing.
This principle guided me when starting Hawke Media. I saw that companies needed accessible, high-quality marketing expertise without long-term contracts or massive retainers. By solving this specific problem, we created a business that clients genuinely needed—not just wanted.
How to Identify Real Needs
If you’re looking to start a business, here are some ways to identify genuine needs in the marketplace:
- Look for recurring complaints in an industry or product category
- Identify bottlenecks or friction points in existing processes
- Pay attention to what people are willing to pay premium prices for
- Notice when people express frustration about available options
These pain points represent opportunities to create solutions that people will actively seek out. When you solve a significant problem, marketing becomes easier because you’re offering something people are already searching for.
Building Something That Matters
The most successful businesses I’ve built or observed share this common trait: they matter in people’s lives. They’re not just nice additions—they’re essential tools, services, or products that customers rely on.
This doesn’t mean every business needs to solve world hunger or cure disease. The need could be as simple as making a daily task more efficient or removing a common frustration. The key is that it genuinely improves something that matters to your customers.
When you create a business that solves real problems, you’ll find yourself more passionate about it than you would be about something that’s merely interesting or cute. Your motivation comes from seeing the positive impact your solution has on customers’ lives.
So my advice to anyone pursuing their entrepreneurial dreams is straightforward: look beyond what seems fun or interesting on the surface. Dig deeper to find what people truly need, then build a solution that addresses that need better than anything else available. That’s where you’ll find both business success and lasting personal fulfillment.
Frequently Asked Questions
Q: How do I know if my business idea solves a real problem?
Test your concept by asking potential customers if they would pay to solve the problem your product addresses. If they hesitate or say they “might” buy it someday, you likely have a “nice-to-have” rather than a necessity. Real problems create urgency and willingness to pay.
Q: Can’t I just follow my passion and make it work?
Passion alone rarely sustains a business long-term. Instead, try directing your skills toward solving problems you care about. This creates a more sustainable form of passion that grows as you see your solution making a difference in people’s lives.
Q: What if my product is in a crowded market with lots of competition?
Competition often signals a real need exists. The key is identifying how existing solutions fall short and creating something that addresses those specific shortcomings. Even crowded markets have gaps where customer needs aren’t being fully met.
Q: Do luxury or lifestyle products count as solving “real problems”?
Yes, but the problems they solve are often emotional or social rather than practical. Luxury brands address needs for status, identity, or belonging. The principle remains the same—understand what genuine need your product fulfills, even if it’s not a utilitarian one.
Q: How did you identify the need that led to starting Hawke Media?
I noticed many companies couldn’t access quality marketing expertise without committing to expensive agencies or full-time hires. By creating an accessible, flexible marketing solution without long-term contracts, we addressed a significant pain point for businesses that needed marketing help but couldn’t justify traditional agency relationships.
