DON'T INVENT. GO WHERE THE MONEY ALREADY IS.

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I’ve fallen into this trap more times than I want to admit. You get excited, you think you’ve spotted something nobody’s doing, and you go build a brand new thing to create a brand new demand.

It almost never works. Creating demand is the most expensive, slowest, most uncertain thing you can do in business.

Here’s the flip. Don’t create demand. Find demand that already exists, and be the simplest way to get it.

Alex Hormozi says it plainly: find what people are already spending money on, and sell them that. Wayne Gretzky said skate to where the puck is going. In business, where the puck is going is just where the money already is.

Look at GotaGuy, my home repair service. I didn’t invent anything. People have needed stuff fixed in their houses for a hundred years, and they’ll need it for the next hundred. That demand isn’t going anywhere. All I did was take the friction out of getting it done: no app, no account, no password, no new interface to learn. I went back to how people already communicate, which is text. Old demand, met a simpler way. That’s the whole business.

Now here’s the part AI changes.

Finding what people already spend money on used to take market research, surveys, gut feel, and a lot of guessing. It doesn’t anymore.

Kurt and Tana Nelson run a photography studio in McKinney. Twenty-five years in business. Their website called what they sell “headshots,” because that’s what they had always called it. The first three hours I spent with them, I never touched their photography. I had AI go find the exact words people are actually searching for now. Turns out almost nobody searches “headshots” anymore. They search “professional portraiture” and “personal branding photos.”

So we found every outdated word on their site and replaced it with the words people are actually typing into Google and into AI. Same business, same great work. We just moved it to where the demand already was, so the demand could find them.

That’s the move. You don’t sit around wondering what people might want. You ask, plainly: what are people already spending money on in my world, and what words are they using to look for it? Then you go be the easiest place to get it.

If you’re an operator, this is one of the most useful hours you can spend with AI. Not “what could I dream up.” Instead: what does my market already pay for, and where am I invisible to them?

Point the tool at real demand. Then make yourself the simplest way to satisfy it. That is the game.

If you want to spend an hour finding the demand that’s already there for your business and getting in front of it, let’s talk. Thirty minutes, no agenda.

Book a call: kerzie.ai/schedule

Wade Kerzie

Founder, Kerzie AI Solutions

kerzie.ai