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Aurelius · Work & Leadership
Knowledge + Guidance

Who Actually Wants This? We Can't Keep Saying 'Everyone'

You say 'everyone' because naming someone means excluding someone else, and exclusion feels like a loss. It is not a loss. It is the only way anyone has ever bought anything from anyone. Your team already knows who these people are. You have talked about them in meetings, half-argued about them, maybe backed off the argument to keep the peace. The knowledge exists — it is just scattered across the room, unspoken, untested. The work in front of you is not research. It is choosing, out loud, in front of each other, and being willing to be wrong together before you are proven right.

◆ How this problem reads on the two dials
GuidanceKnowledge
More coaching
Some to learn
1:1 with AureliusWith others (a Pod)
Some one-to-one
Practise with peers
The team needs a short, sharp reframe on why narrow beats broad, but the real change happens through the naming and testing exercise, not more explanation.
How the two dials adapt to you →
What’s really going on

Everyone is no one. Pick ten real people you could call by name who already have this problem, and build for them. Describe them so precisely that most people would say 'not me.' That discomfort is not a mistake — it is the market forming.

🔒 What you’ll build togetherUnlock by starting
A moveEach person on the team writes ten real names — actual people, not job titles or personas — who have this problem right now.
A moveCompare lists out loud. Circle any names or patterns that show up more than once.
A moveWrite one sentence describing that overlapping group, specific enough that most people would say 'that's not me.'
A moveCall or message five real people this week with that sentence and ask if it fits them.
A moveRecord who says yes without hesitation. Ignore the polite maybes.
PractiseTen Names · a Pod of 4 · 30 min

What changes unlock by starting

  • A written description of your actual first customer, not a guess dressed up as a demographic.
  • Agreement among the team on who you are building for, which ends the same argument happening again next month.
  • Real answers from real people instead of assumptions everyone privately doubted.
  • A clear sense of who to stop chasing, which makes the offer sharper for everyone else.

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The same struggle, seen by other coaches
One object, two jobs: a public answer to a real problem, and — the moment you start the chat — Aurelius’s live plan for your version of it.