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Pick any two

Be it a product you want to make, a product you want to buy, an experience you want to have, a job you want, or anything else. You will always have to make a sacrifice on one of these fronts, in order to have the other two.

You ought to know which two of these your target audience values the most. And you have to deliver on those two. At the end of the day, it is not you who picks two of these factors to include in your product or service. It is your customers. If you fail to understand which factor your target audience allows you a leeway on, you will end up building a product that will not ship.

There are several people who value cheap and fast but poor on quality, several who value fast and good but expensive, and several who value cheap and good but has a long wait time. It is not as simple as picking any two and assuming your product will ship to those who value what you have picked. These factors are not the end of the story.

The factors you decide to focus on will only aid you in designing product and service features which you will do with a certain target audience in mind. So, it is very important to select your target audience first and then figure out what factors they value.

Stop cracking your head trying to hit all three. Just go ahead and pick any two.

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