The Law of the Problem

What this means

The problem is the gravitational center of every real business. Without it, even brilliant solutions float away. With it, even simple solutions land.

The teaching

Solutions without problems are art projects. They may be beautiful, but they have no gravity. A real business begins when you can describe a real problem so clearly that the people who have it nod along.

Why it matters

Founders who can describe a problem clearly attract customers, employees, investors, and partners. Founders who can only describe a solution have to convince everyone, every time.

Practical application

Write the problem in one paragraph before you write a single feature. If you can't, keep listening.

Common mistakes

• ·Falling in love with a clever solution before validating the underlying problem.
• ·Describing the problem in your own jargon rather than the customer's language.
• ·Assuming a problem you have personally is a problem everyone has.
• ·Skipping the question 'how often does this happen?'

Reflection questions

• ◆Can I describe the problem in my customer's own words?
• ◆How often, exactly, does this problem occur for one person?
• ◆What does my customer do today instead of using my solution?
• ◆Would the customer pay to make this problem go away?

Practical exercises

• Write the problem in one paragraph using only the customer's vocabulary.
• Interview 3 people who live the problem. Quote them verbatim.
• List three workarounds people use today — these are your competitors.

Real examples

• A founder thought their app was 'about productivity' until 5 user calls revealed the real problem was decision fatigue at 4pm.