Why Great Brands Don’t Have Obvious Answers

What problem are you solving?

It’s one of the most basic and fundamental questions in business … and one that most brands believe they need to be able to answer. The best ideas solve problems, right? There is a problem with this logic. Ideas that make money don’t just solve problems. Obvious problems are often addressed with obvious solutions. The biggest challenge in this model is to find the problem.

Healthy food often does not taste as good as unhealthy food. The obvious solution is to try a...