Building upon the wrong question

Which of these is a better question: “What should this email sequence say?” or “Do people want these emails?”

Sometimes we build upon the wrong question:

• Emails before opt-ins: We could guess what our tribe might want to read… or we could see who shows up and write just to them
• Features before offers: We could create them, hoping folks upgrade for it… or we could first extend the offer and see what happens.
• Solutions before problems: We could start by agonizing over what to make and how to sell it… or we could start by helping people.

Building upon the right question begins by asking better questions.