“my second book The embedded entrepreneur dives into a smaller part of this journey starting a business by understanding the needs the challenges and the desires of a community that you're already part of or want to be part of”

Embed in a community before you build product

Audience-first founders start by joining a community they genuinely care about, learning its language, problems, and inside jokes long before pitching anything. Show up consistently, contribute value, and let the product idea emerge from observed pain — not the other way around. Your audience and your first customers should be the same people. (Arvid Kahl, The Embedded Entrepreneur.)