why do some business ideas sell themselves while others need endless marketing? the answer is way lazier than you'd expect most people build stuff that needs explaining "this will make you more productive" "this will help you grow" ok cool now have fun spending 6 months convincing people they actually have that problem there's a lazier way that's more effective (the one i prefer) find where businesses are visibly LOSING money actual leakage money falling out every month that they can see but haven't fixed then you just show up and say: "you're losing €12k/month on failed payment recovery (just a random example) i built software to fix it for €2k/month people will take you on that offer 10/10 times pain avoidance is one of the strongest human motivators you won't need a lot of marketing if you attack leakage