Find Your Customers Hero Problem

1. Every company solves a problem.

2. Most of them describe that problem the same way their competitors do.

3. Leaning on some generic "problem" like improving revenue or lowering costs.

4. But these aren't problems you actually solve.

5. And PS, everyone else in your market is solving them too.

6. So it's no wonder that the buyer treats you like a commodity.

7. The issue isn't that the problem doesn't exist.

8. It's that you haven't bothered to really name it. 

9. That's what a Hero Problem is.

10. Not a category. Not a trend. Not a bullet point from a Gartner report.

11. It's the recurring nightmare where urgency meets agony for your ideal buyer.

12. It's the Boogeyman of your customer's world.

13. Think about the conversations your buyers are already having.

14. The pain that keeps showing up in pipeline reviews, board meetings, and late-night Slack threads.

15. The one that answers "why now?" and starts the entire conversation.

16. When you name it you become the company that truly understands and uniquely articulates the worst pain your customer faces —

17. You become the most qualified company to solve it.

18. Competitors suddenly look inadequate since they weren't built to fight this specific beast.

19. The status quo stops being "good enough" because you just gave the problem a weight it didn't have before.

20. And here's the bigger prize.

21. When you own the problem, you don't compete for the sale.

22. You define what the sale is.

23. The buyer evaluates everyone else against the problem you named.

24. That's not just positioning. That's leverage.

25. So if you want the chance to own your category.

26. Know that it starts with owning the biggest problem they need to solve…