Stop Brainstorming and Start Focusing: How Specificity Leads to Business Success


By: Tony Nicolaidis, Chief Commercial Officer, Origin AI

In the fast-paced world of B2B tech, where bandwidth is limited and competition is fierce, endless brainstorming sessions with customers can be a drain on your company’s time and resources. 

Yes, brainstorming can be a great way to generate ideas, but if you’re spending most of your time with customers dreaming up everything that your technology could possibly do for them, it often leads to feature creep and a lack of focus. Ultimately, this can cost you – not just financially. Putting your smartest minds and engineers in frequent brainstorming meetings means that they are unable to devote time to developing your existing technology and products, and this has a direct impact on your bottom line. 

Instead, businesses should consider a different approach: productizing ideas. Stop brainstorming a laundry list of possibilities for your technology and focus on developing solutions that address specific problems faced by a defined target market. 

Ask yourself “What is the singular value of my business’s technology?”. Narrow your focus, double down, and you’ll find success. 

The Pitfalls of Endless Brainstorming

Many tech companies fall into the trap of brainstorming every potential use case for their technology. This can lead to:

  • Scattered Focus: Instead of a clear value proposition, you end up with a product that tries to do everything for everyone.
  • Wasted Resources: Developing features that nobody needs is a drain on your development team and budget.
  • Customer Confusion: A product with too many features can be overwhelming for potential customers.

Moving away from this approach could be one of the best moves for enabling your company’s growth. 

Productizing Your Ideas: Three Focused Strategies for B2B Tech Companies

Productization is the process of taking a concept or service and turning it into a packaged product offering. This involves defining the target market, identifying the specific problem(s) you solve, and developing a clear value proposition. 

Here are five key strategies to move from brainstorming to focused problem-solving and productization:

  1. Identify Your Target Market: Who are you trying to help? What are their specific pain points? Before you start building anything, understand your target market’s needs and pain points. Conduct market research, talk to potential customers, and identify the specific problems your technology can solve for them. By understanding your ideal customer, you can tailor your product to their needs.
  2. Focus on Solving Problems, Not Just Showcasing Features: Don’t get caught up in explaining all the bells and whistles of your technology. Focus on how your product solves a specific problem for your target market.
  3. Define Your Value Proposition: What makes your product unique and valuable? How does it address the specific needs of your target market? Craft a clear and concise value proposition that explains why someone should buy your product.
  4. Develop a Minimum Viable Product (MVP): Don’t try to build a feature-laden product right off the bat. Instead, develop a Minimum Viable Product (MVP) that focuses on core functionalities that solve your target market’s most pressing problems and iterate based on customer feedback.
  5. Develop Turnkey Solutions: Instead of offering a generic product, create a solution package that addresses the specific needs of your target market. This could include training, implementation support, and ongoing maintenance. Make it easy for your customer to seamlessly integrate your offering into their business and immediately add value. 

When you productize, you focus your business and stop spinning your wheels. But it’s not just your business that benefits from this strategy shift. Your customers will benefit from the strength of your focused vision and your deep understanding of their market. 

A Real-World Example of Focused Strategy: TruPresence™

At Origin AI, we believe in the limitless potential of WiFi Sensing, but we understood that to truly add value for our customers, we needed to narrow our focus. We saw that WiFi Sensing and our TruPresence™ platform offered advanced and sophisticated security technology solutions—one that filled a gap in the market and met customer needs. 

We worked to understand the home security industry’s top challenges (e.g., false alarms), and developed a highly effective turnkey home security solution for security companies to integrate into their existing systems that addresses the market’s most pressing problems.

The Power of Focus in B2B Tech

In the world of B2B tech, companies are constantly bombarded with new ideas and possibilities. While brainstorming can be a spark for innovation, endless rounds of brainstorming can lead to scattered focus and wasted resources.

Taking a focused, productized approach allows you to:

  • Clearly Communicate Value: You can explain exactly how your product solves specific customer problems.
  • Align Your Sales & Marketing: Everyone in your company can be focused on selling the focused solution instead of various possibilities of the technology.
  • Increased Efficiency: You save time and resources by focusing on developing solutions that your target market actually needs.
  • Get to Market Faster: By focusing on a well-defined solution, you can get your product into the hands of customers quicker.
  • Make Customers Happier: When you solve real problems for your customers, you increase customer satisfaction and loyalty.

Focus is king. Companies that can effectively translate ideas and possibilities into targeted solutions will stand out from the crowd and achieve long-term success. 

Interested in the TruPresence™ solution? Try WiFi Sensing before you buy (exclusive offer for ISPs and home security companies)

Origin AI’s TruPresence™ technology is unlike anything else on the market, with unique and highly effective advanced capabilities and leading-edge privacy protocols. Interested in learning more? Home security companies and ISPs can try the technology before making a long-term commitment. 

Contact our team today and see how you can give your customers valuable peace of mind through our video demo

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