When the Problem Is Not The Problem

One of the most powerful lessons I’ve encountered came from a marketing professor who once said, "The problem is not the problem." At first glance, it sounds confusing—but over time, it reveals a crucial truth about business and marketing: surface-level issues are rarely the real problem.

In business, we often react to obvious symptoms:

• Sales are dropping.

• Customers are complaining about prices.

• A new product isn’t gaining traction.

But if we stop there, we risk solving the wrong problem.

For example:

• When customers say a product is "too expensive," the deeper issue may not be price—it may be that they don't see enough value.

• When a product doesn’t sell, it might not be a product flaw but poor positioning or communication.

• When a marketing campaign flops, the problem may not be the ad's creativity, but that it’s reaching the wrong audience altogether.

This concept pushes us to think critically and dig deeper, much like the "Five Whys" technique in business problem-solving, where you repeatedly ask "why?" until you uncover the root cause.

Understanding that the obvious problem is often just a symptom allows businesses to be more strategic, adaptive, and ultimately, more successful. It's a mindset that separates surface-level marketers from those who build brands that truly connect.

Next time you face a business challenge, remember: solving the real problem begins with questioning the one you first see.