As entrepreneurs, we’re often obsessed with our solutions—our products, services, tech, and innovations. But here’s the truth: If you’re more passionate about what you’re building than the problem you’re solving, you might be missing the point.
The world’s most successful companies didn’t just build great products. They solved deep, real-world problems that people genuinely cared about.
And as a startup founder I find myself always asking simple questions:
❤️ Am I in love with the problem I'm solving? ✅
🌙 Does it keep me up at night? ✅
💭 Can I clearly articulate why it matters to my customers, the sector I work in, or even the planet? ✅
Because here’s the thing: Building a product that people love is a result of deeply understanding the problem you’re solving for them. Your passion for the problem is what will give you the persistence to stick through the tough times—and there will be tough times.
When we launched Critical. I didn't anticipate we had to survive a literal tornado and worse, people not resonating with the early versions of the business. I also realised that Critical. wasn’t just about creating recycled plastic panels. It was about tackling 2 of the biggest environmental challenges of our time: climate change and plastics. We’re not just in the business of materials; we’re in the business of helping designers and founders to create a better future for our grandchildren and our planet.
So, whether you’re just starting out or scaling up, write these cliche tips on sticky notes on your computer screen:
Fall in Love with the Problem – If your heart’s not in the problem, your solution will be short-lived.
Talk to Your Audience – Validate the problem by connecting with the people who live it every day. This is where true insights happen.
Stay Problem-Focused – Don’t get too attached to your first product idea. Your solution might evolve, but the problem is your guiding star.
If you’re an entrepreneur, solve a problem that’s worth solving. The world needs more solutions, but only to the right problems.
If you want to learn more about how my company Critical. is helping designers create beautiful and sustainable spaces, send me a DM or jump on Criticaldesign.nz to learn more!
And remember to drop me a follow, otherwise, I'll drop you... 😂
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