The best brands solve the simplest problems
The best ideas are not actually big ideas that solve big problems. They’re more often, simple, brilliant ideas that solve the simplest problems at scale. Big ideas are too difficult for the average consumer to grasp. Simple, brilliant ideas like Uber, AirBnB and Netflix, executed at scale are what really work. The real challenge brands have is identifying the problem their consumers have. For that, brands need to be outward focused, not inward. But remember, asking the consumer what they want they will just result in a faster horse. The real skill is to ask different questions that lead to more questions and then draw insights from the answers. Always spend as much time as you can on the problem and the simple, brilliant ideas will begin to emerge.