VIDEO: Sales Safari in Action

It’s like Christmas! And I get to play Santa. Have you been a good little human? Let’s see what I have here for you…

Ooh, hooray! It’s 20 minutes of Safari video lessons from the old version of 30×500!

As I mention in my 2-minute intro, these video lessons are a little bit outdated. Actually, the intro is a little outdated as well but don’t let that stop you :D

Since these were filmed, 18 months ago, Alex and I dramatically changed the way we taught Sales Safari. We systematized it out the wazoo. And you can just ask anyone from our last 30×500, it really works.

In (the newer, awesomer) 30×500, you learn how to:

  • identify good sources of data
  • identify the first level of pain (obvious)
  • identify the second level of pain (why is this even being talked about? what’s the core here? why do they care?)
  • turn that, using a handy dandy process, into what people want (their dream)…
  • and, via the same process, brainstorm many product concepts based on this
  • and also, same research again, come up with marketing content that the audience will go crazy for (read, use, share)
  • and how to use that to bootstrap your very first product

Again, it’s infinitely more systematized in the new class. :)

But, there’s still great stuff in this old video. It’s still a more detailed approach than you’ll find anywhere else.

This video demonstrates the level of Safari research that I used to create Freckle and my other products which have made plenty of money. The newer systematized Safari is easier to learn, faster to implement, and faster to get results… but the old way still works!

Imagine this on systematized steroids and you’ll get the idea.

Enjoy the show… and let me know how you’ll make use of it!

Want help getting your hands dirty?

And… if you’d like to take the 30×500 Bootcamp… get on the list!

Get our 7-day no-BS guide to avoiding common startup mistakes

Tickets will be $1950 for the Bootcamp, a follow-up office hours chat, and the videos & materials from the Product Launch Roundtable online conference; and $2450 for the Bootcamp, the follow-up office hours chat, the videos & materials from the Launch Roundtable, and 4 weeks of guided exercises and weekly chats to help you start executing from day 1.

Questions? Email me!


  1. Qrs

    Great video. Normalising the audio would make it a lot better, though. One gentleman was like 150% as loud as the other.

  2. George Brown

    How can you find an online community where the members are willing to purchase and they list significant problems? I’m looking at programming forums and they are asking how to work with arrays or some such… but those kinds of questions aren’t a monetizable product; the people asking them aren’t going to buy an ebook because there are already thousands of intro to programming ebooks.

    • Michael Sutton

      Good questions, George.

      I took the Winter 2012 30×500 course so I can answer your questions based on what we learned in class:

      (Note: I can’t give away too many secrets, or Amy might hunt me down – but I’ll try to give you a rough idea!)

      1. We were given a step-by-step system, and a list of techniques, for finding online communities (or as we call them, “Watering Holes”) where people in our target audience hang out.

      These methods ranged from basic and obvious to obscure and outside-the-box (all useful, and thorough). In total there must have been at least 100 different ways, and we contributed our own too.

      1. We were also given a list of criteria for evaluating each online community we found. This helped us filter out the bad ones and focus on the viable ones where people communicated (i.e. shared their pains with one another) and spent money. There were other factors too, but the two you mentioned were definitely emphasized.

      2. You’re right, some questions (pains) aren’t serious enough to base a product on. We learned that pain exists on a spectrum…. some pains only fall into the “meh, it’s sort of annoying but I’m fine…” territory… while others fall into “OMG, I’ll pay anything to avoid this!!!) territory…

      Importantly, we learned how to evaluate the pains we found to determine whether people would pay money to solve them, and whether they were prevalent enough to support a product.

      • George Brown

        This sounds invaluable. Thanks, Michael, that is a great explanation.

    • Amy Hoy


      “the people asking them aren’t going to buy an ebook because there are already thousands of intro to programming ebooks”

      That’s a pack of assumptions right there :)

      Example: Are “intro to programming books” the solution to these people’s problems? If so, why don’t they buy them? Or do they buy them and not use them, or do the books not solve their problems at all?

      You can’t say “Oh, this person asked a question about arrays. Now there’s a place for a product.” You have to look at the bigger picture. What do the questions means? What other questions do people have? What’s systemic? Why haven’t they solved these problems already?

      • George Brown

        You are right, I am jumping to conclusions :)

        Those are good questions to think about, thank you, Amy.

  3. John

    I am one of the founding engineers of a VC backed startup, and this is very very painful for me to admit, but this video and following up on this video with a few hours of research has taught me what ~2.5 years of randomly lean-startup-ing couldn’t.

    We have been selling our product to the wrong audience! :( Our product probably has legs but not for the audience we have been marketing to.

    Maybe it should have been obvious because now that I think about it, the warning signs have all been there. Every time we hit a stumbling block, instead of doing some good old fashioned research, we just kept making further tweaks to our product, hoping that something would stick!

    Unfortunately, it just might be too late, as we run out of funding very shortly. My CEO is also impossible to convince in favor of any major change, but I am going to try. Hoping that something can be salvaged from the situation!

    Thanks for the post.


Leave a Reply

You can use Markdown in this comment box.