We all try to avoid pain. If you stub your toe, you just want the pain to subside. If you have stomach cramps, all you want is for the pain to subside. If you have intense pain like a toothache or broken bone, you would do anything just to get some relief from the pain. That is why relieving pain is such a good business plan. If you find a group of people who have a pain, they might be willing to go to great lengths to get rid of that pain. Then all you need to do is find all of the other people who have the same pain and you have a market for your offering.
For a new product, the other thing that you can offer is hope. For example a gym might offer the hope that a person will be fitter in the future. A high-class restaurant might offer guests the hope that they will be seen as having elevated status. A university might be offering hope of a brighter future. Hope is also a powerful driver for people to explore your offering.
We are a hopeful people. When you look at all offerings you can reduce the core driver behind most buying decisions to hope. Even in the case of pain. When we are in pain, we hope that the pain will go away. As soon as possible. If you are a college student you hope that your education will lead to a solid and fulfilling career. You are willing to wait a little longer to see this hope fulfilled. So as you design your offering, it is ok to think about pain relievers and gain creators. At the same time think about what people are hoping for, and how you are fulfilling that hope. Your approach to what you sell, how you sell it, and who you sell it to will vary depending on the length of time of the hope-to-fulfilment cycle will take.