Selling Ice Cubes to Eskimos

The old school idea of “He could sell an ice cube to an Eskimo” is precisely that, old school and out of touch.

And, it’s something well worth remembering if you are in the process of starting up a side hustle or a business.

An Inuit doesn’t need ice cubes, so don’t start an online ice cube store in the North Pole. Blindingly obvious, but so often ignored when it comes to everyone trying to quit their jobs and start an online business.

Seth Godin speaks of the minimum viable audience. Make sure that what you are starting has enough people in the area you are marketing to that need or want your products or services, and will actually benefit from them. Otherwise, acknowledge that it’s a hobby and rather start a blog with no attachment to it generating revenue.