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Module 1 of 10 12 min

Finding Problems Worth Solving

Great businesses start with a real problem, not a cool idea.

Course lessons

Step 1

The lesson

Most new businesses fail because they make something nobody needs enough to pay for. The fix is to start with a problem, not a product.

An idea is "I want to make an app for students." A problem is "Students lose track of assignment deadlines and it costs them grades." Problems point you toward customers; ideas often point you toward yourself.

Good problems tend to pass a few tests:

  • Frequent: it happens often, not once a year.
  • Painful: it costs people time, money, stress, or status.
  • Already patched: people use clumsy workarounds or pay for imperfect fixes — proof they care.
  • Reachable: you can actually get in front of the people who have it.

Step 2

See it

Four tests for a problem worth solving

A problem worth solving is frequent, painful, already being patched with workarounds, and reachable — you can find the people who have it.

  1. Frequent

    It happens again and again.

  2. Painful

    It costs time, money, stress, or status.

  3. Already patched

    People use workarounds or pay for imperfect fixes.

  4. Reachable

    You can find and talk to the people who have it.

Step 3

Real-world example

Marcus and the dirty sneakers

Marcus notices that classmates' white sneakers get scuffed fast — and that people care, especially before games, dances, and photos.

  • Frequent: shoes get dirty every week.
  • Painful: sneakers are expensive, and dirty ones feel embarrassing.
  • Already patched: people scrub them with toothbrushes, ruin them in washing machines, or pay a shop across town.
  • Reachable: his customers are in his hallways every day.

Marcus doesn't have a business yet. He has a problem that passes all four tests — a much better starting point than a random idea.

Step 4

Knowledge check

Answer each question, then check your answer to see the explanation. Retake it as many times as you like.

Question 1 of 3

Multiple choiceWhich is a problem rather than an idea?

Choose an answer.

Step 5

Summary

Strong businesses start with real problems, not cool ideas. Good problems are frequent, painful, already being patched with workarounds, and reachable. Listen for complaints to find them.

Step 6

What you should remember

  • Start with a problem, not a product.
  • Frequent, painful, already patched, reachable.
  • Workarounds are proof people care.
  • Complaints are clues.

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