Today, we'll help you pick your startup's first customer segment. This decision dooms a huge percentage of first time entrepreneurs - if you don't understand what the job of your first customer segment is, you'll likely pick a customer incapable of doing it. Your first customer has a unique responsibility that no other customer will have - you need to choose them carefully.

Conversely, if you choose the right first customer, you'll set yourself up for serious growth. 

We go through the five characteristics your first customer needs, give a preview of what your successful startup will look like, and help a listener find the first customer for their Myers Briggs startup. 

• Tacklebox
• Getting Real (museum curator reference)
• Everyman Espresso (☕️ 🐐)

Timestamps

00:27 First Time Entrepreneurs vs. Second Time Entrepreneurs
03:20 The Idea: Personality-Based Management
06:29 Why You, Why At All, Why Now
08:55 Byldd
09:55 The Story of Your Successful Startup
15:35 The Five Necessary First Customer Characteristics
16:41 Characteristic One: Pain
21:51 Characteristic Two: The Knowledge Spectrum
25:43 Characteristic Three: Measurement
28:24 Characteristic Four: Influence
29:48 Characteristic Five: Frequency
31:45 The End

Today, we'll talk about the big question - should you start with a focused niche? There are pros and cons to the approach, but the perceived cons - "what if I get tired of the niche in a few years?" , "what if the niche doesn't lead to a bigger market?" , "isn't a niche just hiding from the bigger problem I want to solve?" have gotten louder lately. So, we'll address them. We'll go over what a good niche looks like, how to get one, and how to grow. 

• Podcast Insider Sign Up
• Tacklebox
• Kurt Vonnegut Shape of Stories
• Slice Podcast - How to Get Your First 1,000 Customers

1:00 Kurt Vonnegut - The Shape of Stories
2:38 The Niche Question
4:15 The Jiro Problem
5:20 Act 1 - A Chef's Startup
7:48 Smooth Jazz
8:15 Act 2 - What's a Niche For? 
8:44 A Niche is a Shortcut to Trust
11:49 A Niche to Seed Future Growth
13:40 What a Good Niche Looks Like
14:25 The Cook By Smelling Niche
16:38 Act 3 - How to Grow From a Niche
17:29 Grow Vertically or Horizontally?
19:20 Grow through Influential Customers
20:00 Spice Smelling Niche
21:14 Act 4 - The Real Villain, and the Real Hero
22:11 Trust in Future You

Hard problems are the only problems worth your time. Today, we'll talk about how to identify them and build a business around them. We'll dig in on decisions customers avoid and using those decisions to anchor early traction. We'll talk through Brian's favorite current business - a guy who buys used cars for you - and how to approach helping people with chronic pain.  

Also, I'm writing a book! Want to help me? Sign up here. 

• Tacklebox

Today, we talk about why you struggle so much with easy, seemingly straightforward tasks as a founder. You probably assume this is a productivity problem, but it's actually a nervous system problem - you've maxed out your Risk Threshold. We talk about how to navigate that and build a startup while being a human. Also, I'm writing a book!

• HELP BRIAN WRITE A BOOK
• Tacklebox

00:30 - Brian’s Writing a Book
02:34 - Why Easy Stuff is Hard
05:02 - Your Risk Threshold
07:15 - The Riskiness Equation
11:27 - Why This Is So Bad and What To Do
14:14 - The End

Most founders hope to get lucky. But luck isn't random - it can (and has to be) engineered. Today we'll break down exactly what luck is and how you can reverse engineer it. We'll help you identify Luck Gatekeepers and build your Luck Budget. You'll never think about entrepreneurial luck the same way again.

• Tacklebox (code Holiday for 50% off month one)
• Graham Weaver

Timestamps:

00:30 How to get lucky
03:11 Story Time: Getting Press for 3Degrees
11:06 Tacklebox
12:32 The Five Types of Luck
15:05 Luck for a Date Planning Service
16:25 Luck Gatekeepers
17:45 Luck Routines and your Luck Budget

Today, we'll help you build an SOP for testing startup ideas. We'll use an example from a listener - a startup in the homeschooling space - as a guinea pig. The best way to have a great startup idea this time next year is to test out a bunch of ideas in the interim. This SOP will help you do it, and scale the process.

• Tacklebox

00:00 Tacklebox
00:30 Pros and Amateurs
02:08 Homeschool Idea
05:47 The Story of Future You
06:16 Entrepreneur Pro Tactic Number One - Working Backwards from Dreams
07:42 Tacklebox
08:50 SOPs
14:19 An SOP for a Problem Worth Solving
14:46 Customer Language
15:55 SOP Problem Doc
19:40 The Stakes
23:00 The Startup Journal

Today, we'll talk about why so many entrepreneurs can't effectively explain what they're doing to their customers. The short answer is they speak the wrong language. Customers speak Problem, entrepreneurs speak Solution. It's like two people trying to have a conversation when one only speaks Latin and the other only speaks Dutch.

We go through how to start speaking Problem, and show the power of Problem Language through a live idea test - two landing pages for an AI bot to help people get out of debt: one with Solution Language, one with Problem Language. 
 

• Tacklebox
• The Brain Audit

00:00 Tacklebox
00:37 How to Speak Problem
01:21 The Brain Audit
01:55 Farm Stand Problem Language
06:03 The Idea: AI to Get Out of Debt
07:38 Smooth Jazz
08:07 Why You Won’t Use Problem Language
10:31 Signs in NYC
15:00 AI for Debt
17:41 Landing Page Test
19:18 The End: This Is Everywhere - Cold Email Examples

Today’s episode is for everyone who struggles to summarize their startup in a sentence. We lay out a framework to do this well with help from a sticker on the street, a hedge fund, and a Vietnamese coffee shop.

• Tacklebox
• Idea to Startup Newsletter

00:33 One Sentence Marketing
01:10 Train to NYC
03:04 The best marketing Brian’s seen in a while
06:42 Smooth Jazz
07:28 Choosing a Customer and the Knowledge Spectrum
08:54 Air Quality Idea
13:07 Inflection Points + The Conference Exercise
14:09 The End - Vietnamese Coffee

Today, we'll teach you how to name your startup. This is from No Whisper Ideas, a post sent every Sunday by Brian. 

• Customer Interviews Workshop (Starts Sep 15)
• No Whisper Ideas Weekly Post 

Today, we build a machine to help you actually run customer interviews.

We’ll use AI to tackle the big blockers—accountability, CRM setup, outreach, transcription, and even how to pick your first customer. You’ll hear the idea Brian is testing with the interview machine, and we’ll walk through exactly how AI can make the process faster, more uncomfortable (in the right way), and a lot more effective. Plus, a bit on creativity and being human.

• Tacklebox Customer Interview Workshop (starts 9/15)
• Claude
• Calendly
• Granola

00:00 Intro
00:30 Avoiding Criticism
04:08 The Job of Customer Interviews
09:12 Smooth Jazz
09:30 Whisper Ideas
11:35 The Idea:
15:35 The AI Interview Machine
17:34 Accountability
19:13 Top of Funnel Outreach
21:18 Interview Execution
22:39 Synthesis
23:43 The End