Hi there,
Last week I was speaking with Ayush, an independent entrepreneur who has built multiple products from scratch.
I asked him a simple question. How do I scale my new SaaS product?
He did not start with funnels. He did not start with ads. He did not start with pricing.
He said, before you scale, understand which stage of buyer you are talking to.
But before we get there, let me tell you something.
The man in the red T-shirt is Ayush. This picture was shot in Lonavala.
Imagine this.
You are sitting in a crowded café. You have ordered coffee and it is not ready yet. You sit with a close friend and start talking about your school days. The café is noisy. People are laughing. Cups are clinking. Orders are being called out.
But you do not hear any of it.
You are fully focused on your friend.
Suddenly the waiter calls your name.
You stop your conversation. You stand up. You go get your coffee.
What just happened?
You were in a room with 50 or 100 people. Your brain ignored everything until it heard something important to you.
This happens because of a mechanism in your brain called the Reticular Activating System, or RAS.
Its job is simple. It filters noise and prioritizes what matters for attention and survival.
When your name is called, your RAS highlights it instantly.
Now think about business.
Social media is noise.
Ads are noise.
Emails are noise.
Your competitors are noise.
Your audience is sitting in a crowded digital café.
If your message sounds like everyone else, their brain ignores you.
If your message feels like their name was called, they pause and listen.
That is where context begins.
If you do not know the exact trigger moment behind why someone buys your product, you become part of the background noise.
Ayush explained that every customer crosses four psychological stages before buying.
Let us take an example of someone struggling with communication in meetings.
Stage 1: Problem unaware
They do not realize what is wrong.
“I do not know why I feel left out in meetings.”
Stage 2: Problem aware
They understand something needs to change.
“I think my communication is not strong enough.”
Stage 3: Solution aware
They start thinking about how to fix it.
“Maybe I should join a course.”
“Maybe I need mentoring.”
Stage 4: Ready to decide
They know what they need.
“I need the right communication program that helps me speak confidently in meetings.”
Most founders make one mistake.
They try to talk to everyone.
They market to people in stage 1, 2, and 3. They educate them. They explain the problem. They talk about features.
Then they wonder why conversion is low.
People in the first three stages still need time. They are evolving.
Stage 4 buyers decide faster because internally they have already crossed the bridge.
At that stage their RAS is already searching. Subconsciously they are scanning the world for one thing. A solution like this.
If your message speaks directly to that, they do not feel sold to. They feel understood.
The major problem with not knowing context is that you cannot connect them with the outcome they want.
Nobody buys your course. Nobody buys your SaaS. Nobody buys your features.
They buy the person they are becoming.
The confident speaker.
The developer who switches careers.
The founder who scales.
The leader who commands a room.
When you understand the context and speak to the buyer who is already searching, you stop competing for attention.
You simply call their name.
If you are building something right now, ask yourself which stage your audience is in.
Are you speaking to people who are still figuring out their problem, or to those who are already searching for a solution?
Reply to this email and tell me what you are building and which stage you think your buyers are in. I read every response.
-Agnel John D
