Focussing on the problem is the problem.

When refining a concept we always hear
‘Focus on the problem you’re trying to solve.’

But this can be too limiting and cause us to miss the wider opportunity.

For example: “I can’t find enough firewood to cook my food”

leads us to: how can I get more firewood?

But, if we instead identify the core truth in this example: I want hot food quickly and safely

the possibilities become endless.

It’s what leads us from fires to hobs to microwaves

And beyond.

It’s this core truth which gives us the commercial headspace

to evolve that service — and not be leapfrogged ourselves.

And it has the added advantage of identifying larger ecosystems with every transition to a new mode.

So move beyond the problem, to find the core truth

and the wider opportunity.

—

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