sean de suza swears by problem first, solution second. he recommends that we sit with a target profile to fully understand his problem and address it using his own key words.
the essence behind this, which i believe that sean doesn’t fully understand is that it’s not about the problem/solution. it’s about the “why” problem. not the “what” problem, not the “how” problem, but the “why” problem.
it’s not about what their problem is, that’s the what.
it’s not about how this is their problem, that’s the how.
it’s about “why” this is their problem. it’s about why the problem exists in the first place.
it’s about why they believe they have a problem.