Everyone’s thought about starting a business at least once.
The idea of escaping the 9-to-5 grind—Monday to Friday, fifty weeks a year, for the next 45 years—is hard to beat.
But every time we get serious about that dream, we hit the same roadblock every aspiring entrepreneur faces: “What do I sell?”
When you don’t know what to sell, you’re stuck selling someone else’s stuff.
Think about it:
A personal trainer isn’t just guiding—they’re selling fitness, but the gym takes the credit.
A designer isn’t just creating—they’re selling vision, but it’s the client’s brand that profits.
Point is, we’re all selling something.
The question isn’t if we’ll sell, it’s who we’re selling for.
No matter your trade or profession, your efforts build someone else’s brand when you work for others.
We’ve been conditioned to follow the default path—school, job, retirement—that stepping outside of it feels strange, even rebellious.
But it doesn’t have to be complicated.
I’ve spent the last 3 years breaking through this exact roadblock, and I discovered it boils down to four simple questions:
- What problem do I want to solve?
- Who do I want to solve it for?
- How am I going to solve it?
- How am I going to deliver it?
Once I answered these, everything fell into place.
My hope is to bring you that same clarity, so you don’t waste time on the wrong things.
Before we jump in, let’s get a few things straight.
You’re Already in Business (You Just Don’t Know it Yet)
What even is a business? (Yes, we’re starting at ground zero.)
Most people think business means a flashy logo, high-rise buildings, or people in suits staring at pie charts while “collaborating.”
In reality, it’s much simpler than that.
At its core, a business is just a solution to a problem that someone is willing to exchange value for.
A ‘good’ business is when lots of people want to trade with you.
A ‘bad’ business is when people want nothing to do with you.
Keep in mind—value doesn’t always mean money. Value includes all kinds of transactions—attention, trust, reputation—that can lead to money.
And the best part? These trades are voluntary. Both parties feel like they’re getting a good deal. That’s capitalism doing its thing.
Let me break it down with an example.
Let’s say you struggled with sleep in the past but finally figured out a system that works:
- Preparing the night before
- Cooling the room
- Turning off all electronic devices
You share these tips with a few friends who’ve been struggling with the same problem. They get results and now see you as a reliable source.
Then, you do the same for other problems in your life—like managing your finances, where you’ve created a budgeting system that works.
That repeatable system is a viable product.
A product that the people you’ve been helping would gladly pay for—or at least use—since you’ve been frontloading goodwill all along.
“A solution to a problem that someone is willing to exchange value for.”
By confronting problems, systemizing solutions, and sharing them, you’ve already got the foundation of a viable business—even if you didn’t realize it.
And chances are, you’ve done this many times already.
You likely have systems that make your life easier, even if you’ve never considered them “business-worthy.”
Even if you feel like you don’t have anything to offer, there’s a 99% chance you’ll figure something out—because solving problems is just what humans do.
The rest is about formalizing, packaging, and offering it to the right people. And you can do that in just four simple steps.
The First Four Steps to Starting a Lean Business of One
A viable business boils down to two components:
- The thing you offer (your product)
- The people who need that thing (your customers)
Instead of trying to do everything at once, let’s focus on the first part—because you can’t promote what you don’t have.
Here are the four fundamental steps to get started:
Step 1: Figure out what problem you want to solve
Everything begins with a problem. Solutions only exist because problems demand them. So, ask yourself:
- “What problems have I personally faced?”
- “What pain points have I overcome?”
Pick something that matters to you.
If you don’t care about the problem, you won’t stick with it long enough to turn it into a business.
Passion fuels persistence, and persistence drives success.
As Steve Jobs said, “The only way to do great work is to love what you do.”
Step 2: Figure out who you’re going to solve it for
Now that you know the problem, focus on who you’re solving it for.
You’re not trying to save the world. “Anyone who’d pay me” won’t cut it.
Get specific.
A good starting point is to look at yourself. If you’ve solved this problem for yourself, chances are there’s a whole group of people out there just like you.
Look at your reflection and paint the picture: age, gender, profession, struggles, personality.
The clearer your audience, the more effective your solution, and the better your message will resonate.
Step 3: Figure out how you’re going to solve it
Now, it’s time for the solution.
How will you help your ideal customer solve their problem?
The solution doesn’t need to be revolutionary—it just needs to work. Whether it’s a system, product, or service, it should be clear, actionable, and repeatable.
Think about systems you already use. Did you streamline your morning routine? Organize your finances with a spreadsheet?
It doesn’t have to be flashy—it just has to get results.
Step 4: Figure out how you’re going to deliver it
Finally, how will you get your solution into the hands of the people who need it?
Today, there are countless ways to deliver value: digital products, coaching, workshops, physical products, or subscription services.
Your delivery method depends on your audience’s needs and the nature of your solution.
Start simple. Maybe it’s a downloadable PDF or 1:1 Zoom calls.
As demand grows, you can scale up. The key is to make it easy for your audience to access and use your solution.
Next Steps
Starting a lean business of one isn’t easy.
But it sure isn’t as complicated as most people make it out to be.
If you’re tired of killing your business ideas before they’ve had a chance to breathe, I’ve put together a simple 4-step roadmap you can follow to get started.
It’s free—no strings attached.
Click here to start crafting your first offer and take your business from Zero to One.
As always, thank you for reading 🙂
— Mat
