Do we need to learn about the problem (ie, market) or the solution (ie, product)?
Do we need to learn about the problem (ie, market) or the solution (ie, product)?
To narrow down the long list of applicable methods to something actionable, we first separate our questions into those that concern the problem and those that concern the solution.
In this case, “problem” refers to any question or element that is mostly or completely connected to the identity of the customer segment.
Problem questions include those about which channels we can use to reach customers. For example, we cannot use traditional broadcast television advertising to target customers who don’t have a television set.
“Solution” is simplified to mean anything regarding the value proposition or its creation. This includes resources needed to produce the value proposition, as well as any key activities, partners, or costs.
The value proposition really sits at the intersection of problem needs and the solution itself. The solution has no value outside of the customer using it, but we are again simplifying for the purpose of navigation.
If we are using the Business Model Canvas, problem questions are those on the right side of the canvas, including customer, channel, relationship, and revenue. Solution questions are those concerning the value proposition and everything left of it, including key activities, key resources, key partners, and costs.
This book is agnostic about where we start. We may already have a solution and be investigating who to sell it to, or we may have a customer segment with a strong pain point and are trying to find a solution. But when in doubt, start with the customer.
If the customer segment changes, then the solution usually must be adapted to the customer. But if the solution changes, customers may simply use a different solution. Human behavior is notoriously difficult to change, though not impossible.