What’s The Problem?

“What’s the problem?” I ask this question often.

I ask it after I hear a story that begins: “I have a great idea.” The storyteller goes on to tell me that this idea is going to lead to a company that will be wildly successful. A few years ago, the story would often end with the founder’s plan to go public in 5 years. These days it ends with a description of how the company will raise lots of money and become the next Amazon.

Sometimes the story comes from someone who hasn’t done much more than think about the idea. Or, they have shared the idea with a few buddies who fully agree that this is the best idea ever and they want to be part of it.

What they haven’t thought much about is: why would anyone care? What’s the problem? What is it that they’re solving…that causes prospective customers to sit up, take notice, and line up to buy their product or service?

Lots of people have interesting ideas, good ideas, even great ideas. What few people have is a grasp on the problem they’re solving with this new idea, this invention or service. And is this problem something that people care enough about to buy their solution?

The great innovators aren’t looking for great ideas. They’re looking for great problems. Problems that face their business, their customers, their industry, and people they know or hear about. Problems they face themselves.

Problems don’t have to be earth-shattering. Keurig attacked the problem of making a great cup of coffee quickly, cup by cup. Each cup with the coffee and flavor the coffee drinker wanted. Wanted without having to wait in a long line or for a long time.

The Muse began when the founders got thinking about the lack of a fully integrated career development website. One place where you can learn about companies and job openings, obtain job and career coaching and resume-writing help, take relevant courses, and more. All through one website.

Problems can be a gap in social welfare. HandUp started in San Francisco when its founders realized how many homeless people they saw on the streets. They developed systems that enable ordinary people everywhere to connect with and help a specific person or program and see the results of their support. HandUp now addresses poverty in 78 cities…and it’s growing. They’ve helped thousands of people concerned about homelessness help thousands of other people improve their lives.

Ideas are a good thing. But before you come up with one, come up with a problem. A problem that people want to see solved.

Problems needing solutions are all around you. Find one that solves something people care about. (Just look at emerging technologies and think about all the problems they’ve created that need to be solved.) Pay attention to what people complain about—that’s one way of knowing what they care enough about to buy your solution.

Find a problem that excites or bothers you. Focus your attention on it. Then come up with a terrific idea to solve it. Focus and work hard on building the solution. Improve the world.