Building New Products Pyramid

Ever try selling something awesome and… crickets? This pyramid explains why. It shows the levels people climb before they’re ready to buy. Most marketers pitch to the bottom, where there’s zero urgency and no budget.

Marketing analysis

At the base, people just have a problem. Only at the top do they have money and motivation. The higher up your audience is, the easier it is to sell. Aim for folks already looking for a fix, not those who still need convincing they have an issue.

Why it works

• Focuses on buyers with intent
• Filters out people without budget or urgency
• Aligns messaging with each awareness stage
• Makes offers feel relevant and timely

Examples

• HubSpot targets businesses actively seeking marketing automation tools
• Calendly blew up because pros were already DIY-ing scheduling fixes
• Airbnb Hosts first joined because they needed extra income and had rooms ready