The Airport Anecdote Every Fractional CTO Needs to Hear

Hey there,

In a recent group call, I shared a viral TikTok video with CTOx Accelerator members that perfectly encapsulates a critical lesson for any service business.

Here's the gist: A guy sits down at an empty airport information booth and starts fielding questions from travelers. Within minutes, he's got a line wrapped around the terminal.

The punchline?

He doesn't actually work there. 

He just positioned himself in a spot where people were actively seeking the service he was (pretending) to provide.

As fractional CTOs, we can learn a lot from this silly stunt. 

Too often, we waste time and energy trying to educate the market on why they need us. We're so bought into our own solution that we assume everyone else will instantly see the value too.

But the reality is, the most successful businesses are the ones who plant themselves in a market that's already hungry for what they're serving up.

They don't have to create the demand - they just have to show up to meet it.

This brings us to a crucial marketing concept: the difference between being "problem aware" and "solution aware."

• Problem-Aware Markets: These prospects know they have a problem, but they're not sure how to solve it. They're actively searching for answers.

• Solution-Aware Markets: These prospects not only know their problem, but they're also familiar with potential solutions. They're comparing options.

The airport information seeker is a perfect example of a problem-aware prospect. They know they need help, and they're actively looking for it.

As a fractional CTO, your ideal market is one that's at least problem-aware, if not solution-aware. You want to be talking to CEOs who are already losing sleep over their tech challenges, not trying to convince them that they should care about technology.

So how do you find these problem-aware markets?

1. Listen closely to your best clients. What triggered them to seek help?

2. Pay attention to industry news and trends. What's causing disruption?

3. Hang out where your ideal clients are venting their frustrations (forums, LinkedIn groups, etc.)

Then, position your "booth" right where these problem-aware prospects are already looking for answers.

Remember, if you have to convince someone they have a problem, you’re probably barking up the wrong tree. 

The right people will start lining up. No convincing required.

Where are you seeing the most organic demand for your fractional CTO services these days? What problems or trigger events are bringing clients to your "booth"? 

Meet you where the demand is,
Lior

Lior Weinstein 
Founder & Head Coach, CTOx