In our own quest for significance and success, it’s easy to fall into the trap of thinking that what our customers, audiences and communities want (and will pay for) are complex solutions to their big problems. What they really want, in fact, is to be helped to do the things they want to do. They may just want thoughtful solutions to ordinary problems. The smallest thing can feel like magic to someone who has been living with a problem they may not be able to articulate.
