As part of the discussion between the doctor and Jon The Revelator on how 2005 can tell us why most AI initiatives fail in 2024, the doctor, who recently finished the first six installments of his Mistakes Procurement Founders Keep making series, noted one mistake that founders keep making that maybe he should have made more explicit.

Specifically, and this applies to founders who are techies / ex-consultants in particular who are tech first, the one big mistake that is still being made two decades later is this:

Building a “solution” without having identified the “problem” they are trying to solve.

Or, as The Revelator put it, you must solve problems before selling solutions.

(And, preferably, not a problem that was already solved, and solved better.)

While this mistake could fall under foundational market research, it also stands on its own because these tech-minded individuals think that just because the tech doesn’t appear to exist, there’s a market for it.

While the “find a new ‘solution’, figure out what it works for later” might work for PhD students (develop a new algorithm, technique, material, etc. and then figure out what it can be used for), it doesn’t work well in the business world.

While techies might think business people want cool, the reality is that business people, especially those writing big cheques, don’t care. Techies think business people want slick UX. The reality is that business people don’t care. Techies think business people want the latest and greatest tech stack. But, again, business people don’t care.

The techies fail to realize that the business people they are selling to are NOT the people in the organization who are actually going to use the solution, which could be on decades old tech, with a horrendous UI and UX, and descriptors from an 80s horror film. All the solution buyers in an organization care about is

1. will it meet the business need,
2. will we get it at the lowest price and,
3. if the solution processes transactions or personal data,
   does it have all the appropriate security certifications and monitoring?

That’s it. The budget controllers only care about whether or not the solution will solve their problem efficiently, effectively, and affordably. And if you can’t demonstrate that, they won’t care whether or not they’re buying it from Someone Who’s Cool.