The first days of a new project are always the most exciting.

Aren't they?

Soon after the idea comes up, you dream about:

• how great it will turn out,
• how many customers you'll get,
• how successful it will become.

I bet you can even touch the excitement in the air.

But head trips are too good to be true and only prosper for a short time.

So, let me guess what happens next.

You procrastinate because it is too much to handle, or…

You jump on the adrenaline rush of the first days and start building the project.

A few weeks in, and you don't know where to go. You feel directionless. You question the point of it all and think you wasted time on it.

Either way, you're stuck. And you give up.

Until the next time, when you start afresh with a new idea and go full circle again.

Is that you?

Because this is the same loop I've been stuck in for the past six years before going indie. I was bouncing on and off, unable to come out of it.

It's incredible how the lack of clarity nips many interesting projects in the bud.

I struggled a lot.

But I realized we don't have to stop at that crossroad and circle back over and over.

In fact, I found an approach that helped me put one foot ahead and worked for each of my last four products. It's a two-step process.

Think of them as moving parts, like the chicken and egg—there's no one without the other.

I'm sharing it here so you can use it to get unstuck, too.

Direction = Refined Idea + Target Audience

Say you already nailed the why and what you want to work on (if you're still on the fence, read this and this).

How do you tackle it right?

I usually start from the what because I like to scratch my own itches and solve my problems—the so-called audience of one.

But… If you already know your target audience, you can work backward. Start with that and mold the idea next. That's what Sahil suggests in the book The Minimalist Entrepreneur: dive into a community, understand who they are, and solve a problem they already have.

Up to wherever you feel more comfortable.

Let's go.

Step one: fathom the Idea variable of the equation

Take out your notebook, Notion, Google Docs, or whatever writing app you use.

Answer the following questions.

• What's the problem you (or someone) feel?
• What do you already have available to address that issue?
• What do you like, and what do you dislike about it? Don't sleep on this—it will help you narrow down a better solution.

Aim for verbose and creative writing to enhance thoughts.

Then, onto the second part.

Step two: define the Audience variable

Who's your ideal audience? Are they indiemakers? Copywriters? You know.

• Think about a few people and write their names.
• What's their life goal? What do they desire? What are their pains? How can you help them?
• What's the A → B transformation you can provide?

This is not set in stone, and you might iterate on it a few times, but it's great to avoid going in circles.

Here’s your new Direction

What will your product be? Who will it help?

Focus on how you can assist them in transitioning from A to B—from pain to light.

At this point, you should have a clearer view of what you are going to do and what solution you'll provide (as in a product or a service).

I know. It's only a step on a long ladder.

Yet, it is better to be one foot ahead than postpone the dream once again.

Put your foot ahead today.

Mattia

PS: do you expect more content like this? Reply and let me know your take on this issue. It will help me better understand your needs, and I would love to chat!