design and digital, it’s easy to think that our audience will share our enthusiasm for how things work and products and services that we find innovative. however, what you might find interesting, others may not. therefore, when thinking of building a business around something, we need to keep in mind the audience, because there’s a risk of spending time, money, and energy on something that there is no market for. the idea that you have may solve a problem, but is it a problem that people are willing to pay to have solved; does it have broad enough appeal?
we need to understand their particular pain points and which of your 