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heartland and most people you know work in Are you doing something entirely new?
agriculture, you might think about going into Or are you doing something faster and
infrared crop imaging or volumetrics. The cheaper than it’s been done until now? Make
applications for commercial drone operations your value clear, whether it’s on your website,
are numerous and expanding all the time— your LinkedIn page, Twitter, Facebook, a flier,
which means your opportunities are as well. or in person.
Step 2: What problems are you Step 3: Meet your customers and
solving for your customer? ask a lot of questions
Too many businesses focus all their While focusing on educating your customer
marketing energy on “educating the isn’t a great use of your time, you should
customer.” But your customers don’t want spend some time educating—yourself.
to be educated; they want their problems
solved. The difference? Getting educated Networking events, online forums, meet-
feels like a lot of work. But if you’re solving ups, conferences, the local diner—learning
your customer’s problem, you’re alleviating about your customers is key. Depending on
their work. your industry, these are all great ways to find
out if your customer base knows they have
Find out what problems your customers the problem you identified in Step 2. How
know they have, and be clear about how are they solving it now? What solutions are
you’re solving them. they using? What are their goals? They may
surprise you.
58 | Navigating Part 107
