A huge mistake entrepreneurs make is to start by trying to help the people who need the most help.

This probably sounds counterintuitive, so let’s jump into it.

Here’s an example.

Let’s say you’re trying to help people get better at golf. Maybe you were a college player and you know 5 or 10 or 15 things that most amateurs don’t that could make them way better immediately.

You speak with customers (people who like and play golf) and realize that, not surprisingly, there’s a huge range of skill levels.

I call this the Knowledge Spectrum:

It’s natural to look to people on the far left of that spectrum and get excited. You can probably help them make giant strides in the shortest amount of time, right?

I call this The Beginners Trap