Why You Should Identify Existing Problems before Developing Solutions

Marketing Viewpoint by Ruth Winett

Why You Should Identify Existing Problems before Developing Solutions
Six Ways To Identify Problem-First Situations

The Spreadsheet Example

The tire pressure light in my car lit up, even though I had just had the tires checked. However, the mechanic refused to test the spare tire. He was sure that the "solution" was installing a new sensor--cost $120. Similarly, when we conduct new product tests for clients, we find that companies are so enamored with developing a "solution" that they forget to make sure the "solution" solves a real customer problem. Here is an example.

ABC had a cardiac output monitor designed for use by medics in ambulances or helicopters. Through interviews we found that medics had no use for cardiac output data. Moreover, medics needed to focus on treating patients, not manipulating data while rushing to a hospital.

Both the mechanic and ABC focused on what Rachel Kurr Conn from Productable calls a "Solution-First Approach," not a "Problem-Forward Approach":

Problem-Forward Approach-- Seeks "solutions for well-articulated problems;" "creates a hypothesis based on the problem;" looks for "valuable change" for customers; and conveys these insights to innovators.

Solution-First Approach—Defines the solution before articulating the problem; begins with a "specific idea to validate;" invests "fruitlessly" in the solution; and takes a "wild-west approach."

ABC and the mechanic clearly had a Solution-First orientation. ABC had developed technology in search of a problem to solve, and that is why they failed. The mechanic looked at the spare but made no attempt to test the tire pressure. He wanted to install a sensor, whether needed or not.

Tests To Identify Problem-First Situations

Through working with product innovators like ABC, we have developed six ways to identify whether companies have focused on fixing a real problem:

Real Pain—is it a real problem, or is it a solution the company has fabricated? [Companies] "can’t convince people to care about a problem they don’t believe they already have," asserts Michael Katz of Blue Penguin. Katz advises "look[ing] for known pain [such as] not enough clients…’"

An identifiable target market—does the company know who has the problem to be addressed?

A large enough market to warrant the effort—developing, producing, and marketing the solution will be costly.

Usability—Is the solution convenient for the target market to use in their setting?

Ability to pay—Can the target market pay for the solution?

Ability to develop the solution—Does the product innovator have the capacity to complete development, market the solution, and deliver the final product or service at an affordable price?

The Spreadsheet Example

I once interviewed Dan Bricklin, who invented the first computerized spreadsheet along with Bob Frankston. VisiCalc solved a major problem: if you made a change to a number in a traditional spreadsheet, you had to recalculate other numbers manually. In some cases VisiCalc cut the time needed to recalculate from 20 hours to 15 minutes. The two men had identified a significant problem and found a revolutionary solution for an existing problem. The products or services you are developing or promoting should address a problem that your target market already has.

Sources:

"9 Steps Innovation Teams Can Take To Identify Problems Worth Solving," Rachel Kuhr Conn, Nov 21, 2023,

Michael Katz | Blue Penguin (E-Newsletter) [email protected] April 11, 2025.

Mary Bellis, "The First Computerized Spreadsheet, updated April 2, 2018.

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