Solution to Identification

Have you ever been at a check-out and thought, “Why am I even buying this?” Then you have experienced the solution-to-identification paradox.

It’s a funny thing most of us do, often without even knowing we’re doing it. We have the slightest idea of a problem; without further thought, we jump to a possible solution.

In life, this means poor decision-making, especially around low-value purchases, i.e., where we invest little time/energy into the research. In business/marketing, this paradox can have catastrophic outcomes.

“Our customers aren’t buying from us — it must be the competition! So let’s double our ad spend and drive those challenger brands out of business.” No, people aren’t buying from you because you sell a summer product, and it’s late fall…in Winnipeg.

The paradox worsens when we fall in love with a solution before fully identifying the problem.

“The best possible solution is X — no need to look any further.” Said no one?EVER?who thoroughly explored a problem space.

As painful as it can be, the process that brilliant marketers, designers, and business leaders take to unpack a problem is worth the investment. Or you’ll end up trying to sell sunscreen in Prince Rupert, BC.