How do I sell a product at a location where theirs not yet a market for the product

The key is not to focus on the product or service.

Instead, focus on the problem it solves.

When Henry Ford said “If I asked customers what they wanted, they would have said they want a faster horse” that’s exactly what he meant. He focused on faster transportation rather than on the market for cars. He thought everyone could benefit from faster transportation if cars were cheap enough, which lead him to develop improvements in the manufacturing process.

Steve Jobs did not focus on the market for smartphones in 2007 – it was a small market and people were not interested in paying $900 for a smartphone. However, many people were frustrated by the complexity of smartphones and wanted to have the ability to browse the web and listen to music on their phones.

That’s precisely why when he launched it, if you watch the video, he talks about launching a phone, an iPod, and a browser. Three products in one. He focused on three problems he was solving, the customer benefits, not on the product itself.