Dan Martell

Which brings us to step two, pick a boring market.

I have a rule.

I don't like to sell to hot, exciting, flash-in-the-pan industries.

Things like marketing and technology, crypto, e-com, course selling.

And I'm not saying they're an absolute no.

The problem is that when you get into these shifts and fads, the fad could go away and you build a whole business against something that won't be there in three or four years.

we have to pick a market that's easy to get into that's going to value innovation it's like jeff bezos he said look i don't care about what's new i care about what's true what are customers going to care about in 10 years 20 years it's not going to change because if you can find these boring markets that don't have a lot of competition those are the ones that typically have high margins and they're right for disruption and innovation so how do you pick a born market well first

Ask AI.

You can type, show me 20 boring industries with high average deal sizes where operations are still manual.

Okay, why?

Because AI will help you automate those manual processes.

See what I did there?

And then the high deal size means that they're gonna pay a lot, not too much, not too low, because people that have money are great to sell to.

So once you've got the boring market, how do you actually know what to sell?

The second, within that market, we gotta find a pain that they actually have.

So for an electrician, maybe it's the fact that they have missed calls that they're always getting and they're losing jobs because those calls are coming in after hours.

See how that could be painful for somebody to try not to be tied to their work or when they're working, they're actually getting paid and they don't have time to answer a call.

The third thing is we have to figure out the benefits that are needed.

If the person has these problems, what are the key things that you're gonna solve for them?

So for example, if it's that they're not available to take calls,