and I bet you've heard it 11,000 times ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
| You've heard the "riches are in the niches," right?
Well, I'm probably gonna piss off a lot of "marketing gurus" when I say this, but…
That advice is just plain lazy.
And if you design an offer by starting with this very common, very flawed approach, it's probably going to flop.
How do I know?
Because I made this all-too-common mistake in my last company.
I spent 3 freakin' years building the wrong product for the wrong people.
The result? I had to make the painful decision to shut down my VC-backed startup and file for personal bankruptcy. The truth is: People don't buy things because of who they are.
They buy things because they have specific, painful problems to solve.
So instead of focusing on what you want to sell (like a course, membership, or Notion template) and to who…
You should start by identifying customer PROBLEMS and work backwards to find the solution and the buyers who care about fixing it.
I call this process "Problem-Upping" (aka the antidote to careless "niching down").
When you Problem-Up, you get to the root of a specific, painful problem buyers will happily pay to make disappear.
Let me show you a few real-world examples: ❌ Niching down: "Razor subscriptions for metrosexual men aged 25-35"
✅ Problem-Upping: "Razors are too bloody expensive, and you're too busy to run to the store every time you need new blades. Get quality razors delivered to your door for a fraction of the cost."
🤑 Result: Dollar Shave Club sold for $1 billion to Unilever in just 6 years.
❌ Niching down: "Project management software for fully remote tech startups with under 50 employees"
✅ Problem-Upping: "Email chains are killing productivity and important messages get buried. Get your whole team on the same page instantly."
🤑 Result: Slack was acquired for $27.7 billion and is used by millions across every industry.
❌ Niching down: "Shapewear for women business leaders in their 30s"
✅ Problem-Upping: "You love the dress but hate how it shows your lumps, bumps, and pantylines. Get the smooth silhouette you crave without wearing uncomfortable pantyhose."
🤑 Result: Spanx has a $1.2 billion valuation.
See the pattern?
These billion-dollar companies didn't win by targeting a market the size of a group chat.
They won by solving specific problems that people deeply care about and desperately want fixed.
Once you do *that*? Then you find the buyers who will pay premium prices for it.
This approach works in every industry—not just shapewear and razor blades.
I've followed the Problem-Up method to generate over $1,800,000 from just 3 product launches over the last 2 years.
And I did it as a new mom *without* having a big team or funneling money into ads.
Ready to start doing it, too?
I'll show you exactly how to use my 10-step "Problem-Up" method in my Offer Breakthrough workshop. In just 4 hours split evenly over 2 days (September 30th and October 7th), you'll either: - Discover a new scalable offer that solves an expensive problem buyers actually have
- See if your current offer idea is viable (so you don't waste months building something no one actually wants), or
- Repackage an existing offer so buyers love it—and pay more for it
No matter which lane you're in, the common goal is this:
Escape the analysis paralysis death spiral and walk away with a scalable offer idea that's finally ready to test—and know the buyers who will pay premium prices for it. You already made the smart decision to join the waitlist, so you'll get exclusive access when doors open on September 22nd.
(Not to spoil the surprise, but there's a VERY special 4-hour-only perk launching that day from 12 p.m. to 4 p.m. EST. I've never, ever offered it before. Stay tuned!)
With ♥️, P.S. Just to be clear, targeting a specific customer segment is something you should likely still do. (The more focused you can get early on, the better.)
But it's not where you should start… Unless you want me to hand over the name and number of a bankruptcy lawyer. 🥲
That's why you'll start by finding the painful problem you're uniquely qualified to solve in Offer Breakthrough, then zero in on the buyers who'll pay premium prices for it.
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