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Your First Company · Module 1 of 8
🪨 No device needed

Twenty Complaints

You do not need a brilliant idea, you need twenty overheard complaints and the patience to sort them.

🎧 x20 ➡️ 🗂️ ➡️ 🥇🥈🥉
Twenty raw complaints, sorted into piles, leaving three that are worth your time.

🎒 What you need

✋ Do this

  1. Over three days, collect twenty complaints in the exact words people used. Market, kombi rank, church group, school gate, printing shop queue, your own kitchen.
  2. For each one write three things: who complained, how often it happens to them, and whether it currently costs them money or time.
  3. Sort them into three piles: happens daily, happens weekly, happens rarely. Throw the rare pile away.
  4. From the daily and weekly piles, mark every complaint you could actually help with using only a pencil, a phone and words. Cross out anything needing a machine, a licence or capital you do not have.
  5. You should now have three to five survivors. Write them on a clean page titled MY SHORTLIST and rank them by how much money the complaint currently costs the person.
  6. Read your shortlist to one adult who works for their money. Write down which one they would pay for, and why.

💡 Why it works

Most young businesses die because the founder loved the idea and nobody else did. Twenty complaints is a small survey, and a small survey beats a big feeling. Filtering by 'can I do this with words and a pencil' is what keeps a zero-capital business possible at all.

🔥 Challenge

Find one complaint that at least five different people mentioned independently.

📖 New words

demandhow many people actually want the thing, not how many say it is nice
shortlistthe few ideas left after you cut the weak ones
🗂️
Problem Scout

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