When it comes to launching a product or starting an e-commerce business, most people take an overly analytical approach. They look at trending products on Alibaba, source them, throw them on Amazon, and hope PPC ads drive sales. But this approach misses 99% of what it takes to build a real brand and business.
I follow a different method—one that aligns with the teachings of Alex Hormozi, Eric Ries, and Steve Blank. It’s a customer-first approach to product development. Instead of starting with a product and hoping people buy it, I start by identifying a customer group and uncovering their problems. Then, I find or create products that solve those problems. This way, I’m not just selling a product—I’m providing value.
The Process: From Customer Problems to Profitable Products
1. Identify the Customer and Their Problems
The first step is understanding who you want to serve. Are they fitness enthusiasts? Busy professionals? Parents? Once you’ve chosen a group, the next step is to research their biggest pain points and desires. The best businesses are built around solving real problems.
2. Match Problems with Potential Products
Here’s where the magic happens. The key is to go back and forth—customer problems ⇄ potential products—until you find a strong match. You can source products in several ways:
- Finding a supplier (Alibaba, domestic manufacturers, wholesalers)
- Creating your own product
- Drop shipping
Market demand should guide this process. If people are already searching for something, it’s easier to sell. Some of my favorite tools for trend analysis include:
- Exploding Topics – Aggregates rising trends before they hit the mainstream
- TikTok Search – Shows what products and topics are gaining traction
- Google Trends – Helps identify long-term search trends
3. Craft a Compelling Offer
A product alone isn’t enough—you need an offer. The offer is simply what the customer gets for the price they pay. It should communicate value, differentiation, and urgency. If your offer isn’t converting, it’s often because:
- The price doesn’t match perceived value
- The messaging isn’t clear
- The product doesn’t address an urgent pain point
4. Get the Offer in Front of Customers
Now it’s time for marketing. You have two main options:
- Organic marketing – Content creation on TikTok, YouTube, blogs, social media
- Paid advertising – Facebook Ads, Google Ads, influencer partnerships
TikTok has revolutionized social commerce, making it essential to think about virality and engagement. A winning product on TikTok typically:
- Is visually demonstrative (you can see why it’s useful)
- Solves a problem people immediately relate to
- Fits within a trend or cultural movement
Iterating for Success
Once everything is in place, you need to analyze what’s working (and what’s not). If you’re not getting traction, don’t scrap everything—adjust one thing at a time.
- First, adjust the marketing and messaging – Improve ad copy, change the angle, or test different visuals.
- Next, refine the offer – Experiment with pricing, bundles, or bonuses.
- If nothing works, re-evaluate the product or customer group – Maybe the problem wasn’t as urgent as you thought, or the audience isn’t a good fit.
From Strategy to Execution: Making It Work
The ultimate goal of this process isn’t just to find a quick win—it’s to build a sustainable brand. That means focusing on long-term customer value, creating a loyal audience, and continuously refining your approach.
As I discussed in a recent conversation, there’s a lot of noise in e-commerce. People chase trends, buy courses, and hope for overnight success. But real success comes from doing the deep work—understanding who you’re serving, what they need, and how you can provide it in the best way possible.
Whether you’re launching a TikTok Shop or starting an Amazon brand, this process ensures that every decision is backed by customer insight, market demand, and real value creation. And that’s how you build a brand that lasts. Read more on Market Jack about How to Find Profitable Products to Maximize Sales.