Back to the basics.

“Everyone” is not our customer.

Neither are “Consumers” or “SMBs.”

Unless the problem we are solving is death, not everyone wants our solution.

Good! Would you say this is the most important point?

• They have, or can quickly acquire dollars or time to invest in a product to solve their problem.

I'd say having an observable behavior which demonstrates that is more important. People forget that part.

You need evidence that people have money. Not a firm believes that once they see your miracle then people will find the money.

I forget that part too: An observable behavior. 

Why is it so hard to remember to start with that. 

Impossible to see our own rose colored glasses. Need kick ass advisors like you for that!

Tristan that's a good point. It's good to be reminded what is worth our time!