Nice Logo. Where Are the Customers?: a plain guide to building business people actually buy from.

Nice logo. Smart name. Beautiful website. Excellent.Now, who is buying? It is surprisingly easy to build everything around a business except the business itself.Founders spend weeks on branding, websites, pitch decks, social media, funding applications and increasingly clever conversations with GenAI. Meanwhile, one small question sits quietly in the corner: Where are the customers? Nice Logo. Where Are the Customers? is a practical, plain-English guide to turning an idea into a business that real customers can understand, choose and pay for.Written for founders, freelancers, consultants, small-business owners and anyone trying to turn a good idea into something commercially real, this book helps you put the work in the right order.Less guessing. Less polishing things nobody asked for. More contact with the market.Inside, you will learn how to: - find out whether your idea solves a problem people actually care about- identify the customers most likely to buy first- talk to customers before spending too much time and money- understand competitors and the alternatives customers already use- build a value proposition people can actually understand- turn an idea into a real offer- price without apologising- make the first sales and learn from what happens next- decide when marketing, funding, export and growth are useful, and when they are simply wagons pulling the business- use GenAI as a powerful tool without confusing it with a customerThere are practical exercises, awkward business questions, hotel soap, ice cream, a few unfortunate pricing decisions and, yes, a unicorn. We chose the unicorn deliberately. Business culture is rather fond of unicorns, those rare companies valued at $1 billion or more. Most founders would probably not object to creating one. Ours begins with a slightly more immediate ambition: Find one real customer. The jokes are deliberate too. Building a business is serious enough already. Customers disappear. Prices go wrong. Websites become projects of national importance. Funding applications reproduce overnight. Everyone on LinkedIn becomes a thought leader. And occasionally somebody decides the company urgently needs another meeting. We might as well learn while laughing at some of it.This is not a book asking you to dream smaller. Quite the opposite. It is about giving the dream a better chance of surviving contact with reality. Because a business is not built when the logo is finished. It begins when customers understand what you offer, see enough value to choose it and eventually do something rather important: They pay you.Keep the idea. Keep the ambition. Keep the nice logo. Now go and find the customers.