How To Reframe The Problem & Win

<p>To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.com</p><p>Reframe the Problem, Don't Rip Off the Solution.</p><p>You have to think into the future to design breakthrough solutions and categories. That starts with evaluating today's solutions to find what problems people are struggling with. The goal is to create a new Non-Obvious solution. So, reframe the Problem, Don't Rip Off the Solution</p><p>People buy solutions to problems-and the only way they change what solution they buy is if the problem changes (aka, is reframed in their minds). The point of reframing a problem is not to create a better solution. You want a different solution, not a better solution. A different product, not a better product. And when you position the product as a new category for a problem, instead of a solution, you change everything. You create something no one else has considered.</p><p>In this "mini-book" you will learn:</p><p>The point of reframing a problem is not to create a better solution; you want a different solution, not a better solution.</p><p>Multiple companies can fall in love with the same problem, but multiple companies can't fall in love with the same solution.</p><p>How to Recognize Future Problems and Create New Non-Obvious Solutions.</p><p>When companies rip off the solution, they're being Obvious and opportunistic.</p><p>Once you know what people are struggling with, those pain points, you can think through a new, re-framed, and different solution.</p><p>Short, sweet, and jam-packed with incredibly valuable insights, this "mini-book" reframes the problem instead of ripping off the solution so you, as a category designer, can do the same.</p>