The best brands solve the simplest problems.
Big ideas don’t solve big problems. Small, brilliant ideas solving the simplest problems at scale are what changes. Big ideas are too difficult for the average consumer to grasp. Small ideas like Uber, AirBnB and Netflix, executed at scale are what 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 say a faster horse. Ask different questions. Spend as much time as you can in the problem.