Latent vs blatant problems

Entrepreneurs are often told to focus on solving customer problems.

A problem can be latent (invisible, not viceral to the “problem owner”), or blatant (obvious, very clearly articulated by the “problem owner”).

Latent problems are tricky. Because when presented with the perfect solution it can go either one of two ways; 1) how have I been able to do this before without this solution, or 2) what the hell does this actually do? Solutions to latent problems are very often very difficult to sell.

Most problems are somewhere in the middle. People on some level know about a pain or problem or challenge between them and ‘job-to-be-done’. But minimize its size and pain. They make the blatant problems a lot more latent.

The trick to pitching a problem is to first make a somewhat latent problem, a very visceral blatant problem. A problem your user recognizes himself in. Without berating him for now having (perfectly) solved the problem himself a long time ago.

Lean into the pain. Before presenting the solution.