“Who is your desired audience?” is an important question for businesses. We often hear people describe their audience based on the observed pain point.
Offering a great value proposition to solve a problem helps. But it only goes so far if we are not aware of the category we are in and customer's expectations towards it. For example, as a learning community, when we fail to demonstrate our understanding of people's needs, pain points at every step of the way, and potential service gaps, it's challenging to build trust that convinces people that we understand both business and learning.
Finding a great example in the category helps us understand the industry basics, but more importantly, what customers want. Even if we choose to create a change, we will have a solid reason for it.