Matthew Barber

You now have a possible business direction.

The next step is to discuss it with people who understand the problem.

Choose three people who fit the audience or work closely with them.

Ask for 20 minutes.

Tell them you are researching the problem. Avoid turning the conversation into a sales presentation.

Ask:

How are you handling this today?

What makes it difficult?

What have you already tried?

What happens when the problem continues?

What would a useful outcome look like?

How important is solving this right now?

Listen for repeated language, urgency and signs that people are already spending time or money on the issue.

After three conversations, review your notes.

You may need to adjust the audience.

Narrow the problem.

Clarify the result.

Or move forward with a small paid test.

This is the work we help experienced professionals complete through the CIV Business Clarity Session.

We have used this process to help people uncover opportunities inside careers, skills and experiences they had previously overlooked—then shape those clues into a focused audience, problem, offer and 30-day test.

If you have useful experience but cannot see the business inside it, comment **CLARITY** or send us a message.

We’ll explain what we work through and whether the session fits where you are.

You have gathered four pieces of evidence:

The situations where you have created results.

The skills behind those results.

A group you understand and can reach.

A problem that group already recognizes.

Now connect them.

Use this sentence:

**I help [specific person] solve [recognized problem] so they can [meaningful result].**

For example:

“I help experienced professionals identify a practical business direction so they can test an offer without leaving their careers.”

Or:

“I help small retail brands prepare store displays for launch so they can reduce delays and ex*****on problems.”

This sentence is your working direction.

Test it against five questions:

* Do I understand this person?
* Does the problem matter to them?
* Can I credibly help create the result?
* Can I reach people who fit this description?
* Can I test the idea without building a complicated business first?

If you cannot answer yes yet, identify the missing evidence.

Tomorrow, you will take this direction into real conversations.

Post your sentence in the comments, or write it privately and keep it visible while completing the next step.

You have selected a possible audience.

Now define the problem from their point of view.

Your skill may be valuable, but customers rarely search for the name of your skill.

They search for relief from a situation.

They may say:

“I keep losing leads after the first call.”

“I know I need to market my business, but I don’t know where to start.”

“My team keeps missing deadlines because no one owns the process.”

“I have years of experience and no idea how to turn it into an offer.”

That language matters.

It tells you what the person notices, what frustrates them and what they may pay to change.

Today’s task:

Find five places where your selected audience discusses the problem.

Review:

* LinkedIn posts and comments
* Facebook or professional groups
* Reddit discussions
* Industry forums
* Customer reviews
* Questions you have received directly

Write down 10 exact phrases people use.

Then group those phrases into recurring problems.

Choose the problem that appears most often and fits your ability to help.

Tomorrow, you’ll turn that combination into a possible business direction.

What phrase does your audience use when describing the problem?

You now have three skills expressed as help you can provide.

The next question is:

**Who needs that help enough to act on it?**

Broad audiences create weak business directions.

“Business owners” includes millions of people with different problems.

“First-time local roofing company owners who need a basic lead follow-up process” gives you someone you can find, understand and speak to.

Start with people whose circumstances you already know.

Former colleagues.

Professionals in your industry.

People entering a role you have already mastered.

Small businesses similar to those you have supported.

Parents, caregivers or community members who have faced an experience you understand.

For each of your three skills, list three groups who may need it.

Then score each group from 1–5 on these questions:

* Do I understand their situation?
* Can I reach them?
* Does the problem affect money, time, risk or progress?
* Are they already trying to solve it?
* Would they trust someone with my background?

Choose the group with the strongest total.

You are choosing a starting point for research. You are free to change it when the evidence gives you a reason.

Tomorrow, we’ll define the exact problem to investigate.

Comment **AUDIENCE** if identifying the right group is where you usually get stuck.

Your experience list contains more than accomplishments.

It contains repeatable skills.

Return to the 10 situations you recorded yesterday.

For each one, ask:

**What ability allowed me to create that result?**

A successful project may reveal that you can:

Build a workable plan.

Coordinate people with different priorities.

Spot risks before they become problems.

Explain technical information in plain language.

Create a process where none existed.

Research options and make a recommendation.

Help someone move from confusion to a decision.

Be specific.

“Leadership” is difficult to turn into an offer.

“Helping new managers prepare for difficult employee conversations” gives you something you can examine.

“Marketing” is broad.

“Helping local service businesses clarify their offer and improve their Facebook messaging” points toward a customer and result.

Today’s task:

Circle the three skills that appear most often across your list.

Then complete this sentence for each one:

**I know how to help someone ______.**

Do not add a product or business model yet.

First, identify the help you are qualified to provide.

Tomorrow, we’ll connect those skills to people who may value them.

Save this post and complete the exercise before moving to the next step.

Yesterday, you listed problems people have trusted you to help solve.

Today, look at where that ability came from.

Your résumé tells people where you worked.

Your experience tells you what you learned there.

Think through the roles, projects and responsibilities you have handled across your career and life.

Where did people rely on you?

What did you become known for?

Which problems could you recognize earlier than others?

What did you make faster, clearer, safer or more organized?

Which difficult situations became manageable when you became involved?

Include experience outside your job title.

You may have trained new employees.

Coordinated complicated events.

Helped friends make career decisions.

Managed a household through a difficult transition.

Built systems for a volunteer organization.

Researched major purchases for your family.

Today’s task:

Create three columns labeled:

**Situation**

**What I Did**

**Result**

Add at least 10 examples from your work and life.

Avoid job descriptions. Record specific moments when your actions changed an outcome.

Tomorrow, we’ll use this list to identify the skills that carry business value.

What is one result people have relied on you to create?

One of the biggest myths in online business is that successful entrepreneurs begin with a brilliant idea.

That belief keeps capable people stuck.

They scroll through business models.

Study trends.

Watch competitors.

Generate long lists of possibilities.

Then reject each idea because it doesn’t feel original enough, exciting enough or certain enough.

Most practical businesses begin with a simpler discovery:

A person recognizes a problem they understand and decides to help someone solve it.

The idea often comes from work you have already done.

Problems you have repeatedly solved.

People who already ask for your advice.

Processes you know how to improve.

Results you know how to create.

You do not need a flash of inspiration.

You need clues.

This week, we’re going to build those clues into a testable business direction.

Start by answering one question:

**What problems have people consistently trusted me to help solve?**

Write down every answer without judging whether it could become a business.

Tomorrow, we’ll look for the experience behind those answers.

Follow Cohort IV to continue the seven-day business discovery process.

Many new business owners do not price according to the value of the work.

They price according to how confident they feel asking for money.

That often leads experienced professionals to charge far less than the result warrants.

Your customer is not buying the number of minutes it takes you to complete a task.

They may be buying:

A decision made faster.

A costly mistake avoided.

A process made simpler.

A project finally completed.

A capability their team does not have internally.

Your years of experience may allow you to solve something in two hours that would take someone else two weeks.

Efficiency does not reduce the value.

It is part of the value.

This does not mean choosing an arbitrary high price.

Your price should reflect the scope, complexity, outcome, level of support and responsibility involved.

If you are testing a new offer, you can begin with a clearly defined pilot price. Just be careful not to make “temporary” underpricing your permanent business model.

Define the result first.

Set the boundaries.

Then price the complete offer—not your current level of confidence.

If you are developing your first offer, comment “OFFER” and I’ll share more guidance on making it focused and easier to price.

Your first marketing plan may not need advertising, daily videos or an elaborate content calendar.

It may need 10 thoughtful conversations.

Not mass messages.

Not a copied sales pitch sent to everyone in your network.

Real conversations with people who understand the audience, experience the problem or can offer useful perspective.

Those conversations can help you learn:

What people call the problem.

How urgently they want it solved.

What they have already tried.

What outcome they value most.

What might prevent them from buying.

This is information you cannot get by sitting alone and refining your business idea indefinitely.

Start with people already within reach:

Former colleagues.

Professional contacts.

Industry peers.

Community members.

People who serve the same audience in a different way.

Explain what you are exploring and ask for honest feedback. Listen carefully and look for patterns.

Your goal is not to convince every person to become a customer.

Your goal is to connect your assumptions to real-world evidence.

Make a list of 10 people today. Start two conversations this week.

That small action may give you more direction than another month of private planning.

Save this post for the next time you feel unsure about how to begin marketing.

You may have the experience.

You may have the skills.

You may even know that you can help.

But if people cannot quickly understand what you offer, they will struggle to see why they should buy it.

This is where many experienced professionals get stuck.

They try to explain every skill they have, every role they have held and every way they could potentially help.

The result is an offer that sounds impressive—but unclear.

A clear offer answers three questions:
• Who do you help?
• What problem do you help them solve?
• What outcome do you help them achieve?

For example:
• “I provide business consulting” is broad.
• “I help small professional service firms create a simpler client onboarding process” gives someone something specific to understand.
• You are not reducing the value of your experience by narrowing the message.
• You are making that value easier to recognize.

Before you build another service, website or marketing funnel, make sure you can explain your offer in one clear sentence.

Try writing yours today.

If it takes an entire paragraph to explain, it may still need another round of clarity.

Follow CIV for practical guidance on turning your professional experience into a focused, viable business.