What's the real problem?

What’s the REAL problem we’re solving?

This question is a game-changer. Often the presenting problem is exactly that. It’s the one that’s easiest to fix or most visible. It’s surface level. And while it’s still a problem, it might not be THE actual problem that needs solving.

Look instead for the challenge that’s the fundamental hole in the brand’s cosmos.

The bit that’s broken and you can trace symptoms back to. That’s the source of all pain—and the real problem to be solved.

So! How to figure that out? With another question: Why? I use the '7 Whys' method. Keep asking why, drilling into every potential problem ‘til you get to the root cause. That there is the REAL problem to focus on.

Ever tried this? What problem-identifying-slash-solving approaches do you use?