One of the reasons that finding clarity is so hard is that there are

at least five evil universal forces that keep you from finding clarity.

Here they are.

First, the fear of focus.

The fear of focus is the fear that the thing you do focus on might be wrong

or not enough; that people would want more, or that you might miss out on an

opportunity that's outside the focus.

The evil part is that, of course, that's true.

You might miss out ,only that there's even more to gain once you're

clear about what really matters.

Number two, the curse of knowledge.

The more you know, about something, the harder it gets to speak

about that thing in simple terms.

Which is evil because it's your passion that you know most about

while it's also your passion that you need clarity the most for.

Number three, the lazy empathy trap.

To you, it's totally obvious why your product is superior to other products.

The lazy empathy trap leads you to believe that that's true.

So you come up with reasons why your customers would love your product

rather than asking them and finding out what they really care about.

Number four, the shiny new object syndrome.

Whenever a new idea pops up or a shiny new thing comes around the

corner, it screams for your attention.

It distracts you from doing what's most important.

It leads you to explore new paths when you still haven't found

clarity on your destination.

And so you might end up traveling far, but actually getting nowhere.

And number five, the wow misconception.

It's easy to assume that it's the great show that makes people buy your product.

So you need that bang that wow effect.

The evil part is that it gets you attention and applause.

But honestly, you don't need your audience to cheer what a great show has been.

You need them to see what a great idea.

It is.

The aha effect is much more profound than the wow effect.

The good news is that clarity is revelation work.

Rigor is your best friend.

Start with empathy, build solutions to actual problems of your customers,

and then tell true stories about it.

This will lead you to overcome the five evil forces.