I 100% agree and it’s one of the reasons why I’m currently a bit dismayed with my project. The demand is there, but I’ve struggled with the distribution, because I’ve always wanted to avoid the B2C space.

But every attempt at B2B hasn’t really worked. For instance right now, speaking with lawyers, there is a demand for the product. My attempts to target law firms instead has taken me head on into an ongoing industry issue whereby firms don’t value lawyer wellbeing (an industry of billing by the hour and how work-stress which is the cause of the issues). Must of my experience is engaging with partners who care about wellbeing, they direct me to their HR person, and they couldn’t give a shit.

It leads me to 2 directions; either go direct-to-consumer, which as you say, tends to be a funded pathway, or to stay B2B and try and change the culture of law firms, which is in insurmountable challenge that will take years to change (if ever).

Agreed. My background is in the healthtech space. I have a Masters in Physiology and my first startup (V-funded) was a hardware remote monitoring healthtech device. It’s as you say, takes a while.

In truth, this is the REAL question I want to answer. I keep seeing everywhere that it’s advised NOT to do paid ads until later and to focus on organic community building. I get it from a cost perspective, but the reality I’m experiencing from the organic community building is there’s a time-cost that feels VERY EXPENSIVE in terms of just the amount of time and effort just to get a handful of customers.

I’m very much want to know why paid ads aren’t advised.