It’s the problem, stupid

“Fall in love with the problem, not the solution.” - Marty Cagan

Your only job is to make a solution to a real problem.

Your solution adapts to solve the problem, not vice versa.

In practice

I had a great solution (Spotify for art), nurtured it for years and spent way too long building it. It went down well with artists (whose problem was how to sell more work), but not with my target users (access to digital art wasn’t a problem for them), i.e. it didn’t solve a real problem.


Start from a real problem.