You can, in theory, have high market need and a product that would be perfect to solve that need. But if the UX isn't on point, your market won't care. Especially when it comes to nontechnical people. The ones who aren't inherently tech-savvy are slow to adopt technology, and even when they do, they won't tolerate any friction in their user experience. Susannah Bailin is a seasoned entrepreneur, and Founder of AdviceCoach. Her product is used by physical and occupational therapists and their patients. A lot of people in this market prefer "the good 'ol days", so winning them over with product isn't easy. At first AdviceCoach struggled to build software that made sense for their target. Then they stumbled into an A-Ha moment that changed everything. I'll give you a clue: Context. Listen to our conversation for the rest.

Head to startuphypeman.com/articles/susannah-bailin-podcast for a bonus blog post written by Susannah where she breaks it down even further.

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