Entrepreneurs, dreamers, change-makers - founders by any other name. The business world teems with these extraordinary individuals who are driven by purpose, intent on solving problems, and on a quest to reshape their respective industries. However, a subtle divergence exists in this purpose-driven mindset that can make or break a startup's trajectory, and that's where many stumble.

The first group, the "problem solvers," are driven by the desire to alleviate a particular pain point. Their primary objective is to create a solution - any solution - that can mitigate the identified issue. The second, and often misguided group, are those who are fixated on their unique solution. They are the "solution sellers." Their tunnel vision towards their own product often blinds them to the reality that their solution may not necessarily align with the needs and expectations of the customer.

In the race to sell their solution, these founders often lose sight of the bigger picture. They provide customers with a tool, an on-boarding plan, or a tutorial, hoping to educate them about the product. They expect customers to squeeze in time to understand and appreciate their solution amid the whirlwind of their daily lives - juggling work, family, and social commitments.

As an entrepreneur, I've had numerous conversations with founders who are bewildered as to why their "ground-breaking" solution isn't resonating with their target audience. The common refrain is, "They should know this is going to make their lives better. I don't know why they just won't buy." The harsh reality is that the most formidable competition any business faces is inertia. Amidst the noise of countless distractions and priorities, your product is just another contender vying for your customers' attention.

Let's not forget - our customers are human beings. They are not just numbers on a sales dashboard but real people with real needs. Does your product enhance their income, either directly or indirectly? Does it make their lives easier or save them time? Does it make them feel part of a community, or does it give them a sense of satisfaction or achievement? If the answer to these questions is no, then you're not offering a no-brainer solution. You're not making a compelling sale.

A high-velocity sale occurs when the customer journey is smooth and devoid of friction. The ideal scenario is one where the customer's problem is solved effortlessly, with their involvement limited to simply paying for the product or service.

In a sluggish economy, pursuing the no-brainer sale should be the primary strategy. Anything less means you're demanding excessive cognitive effort from your customers. This not only affects your customer acquisition cost (CAC) but also depletes your cash flow and shrinks your runway.

As a founder, I've learned that simplicity and efficiency are key to a successful venture. I may not be lazy, but I strive for smart work over hard work. And so, my fellow founders, let's focus on making the lives of our customers better with solutions that are truly purpose-driven and customer-focused. Let's not just sell a solution; let's solve a problem.