Your worst problem is believing you know the problem, when you don’t. The next is solving it.

Procter & Gamble set out to design new soap for cleaning floors. It’s a challenge because strong soap cleans dirt but it also strips finishes and irritates skin.

After years of failed attempts, P&G came up with the Swiffer – paper towel on a stick. Mopping was the problem, not soap*.

One word:

The CEO of Zappos, Tony Hsieh, finds the “right” problem with one word, “Why.”

“The one thing that Tony is really good at, that I’ve learned, is to always ask why. … If you ask why enough, you can turn, even the most complex problem into its simplest form.” Jamie Naughton

Problems first:

Use curiosity to explore problems before seeking answers.

Simplify before solving.

Rush to problems; don’t rush to solutions. Answers become complications when they solve “wrong” problems.

Simplify…