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The Art of Problem-Loving: Unlocking Success in Tech Startups

Tech startup problems


The tech startup ecosystem thrives on innovation and disruption. Entrepreneurs dedicate countless hours to developing and refining their products or solutions.

However, many miss a crucial component of building a successful tech startup: the need to “fall in love with the problems.”

Something often highlighted by Waze founder Uri Levine. He’s so passionate about this by dedicating a book to this topic:

By focusing on the problems rather than the solutions, tech entrepreneurs can establish deeper connections with their audience, tap into their emotions, and create solutions that genuinely address their pain points.

I know, as I’ve been there. Previously spending years building tech platforms that become smarter and more impressive as the grow but smarter people have been more customer focused.

Interestingly I also noticed this ‘focusing on problems’ was mentioned more than once at a startup event in London. One engineer stated, “I’m an Amazon AI and ML expert looking for a problem to solve“.

The Issue with Focusing on Solutions in Tech Startups

Concentrating on the solution is tempting, as it appears to offer a straightforward path to success. However, this approach often results in products or services that fail to resonate with customers. When tech entrepreneurs become infatuated with their solutions, they may overlook the importance of understanding and empathizing with the people they aim to serve. Consequently, they might create products that do not effectively address their audience’s needs or desires, leading to a lack of traction and, ultimately, failure.

Benefits of Focusing on the Problem in Tech Startups

  1. Improved Customer Empathy: By focusing on the problem, tech entrepreneurs can better understand their audience’s pain points, emotions, and desires. This empathy enables them to create solutions that genuinely address their customers’ needs, increasing satisfaction and loyalty.
  2. Increased Innovation: Problem-centric thinking encourages tech entrepreneurs to explore a broader range of potential solutions. They can develop more innovative and effective products or services by remaining open to new ideas and considering multiple approaches.
  3. Enhanced Market Fit: A deep understanding of the problem allows tech entrepreneurs to identify market gaps and create products that fill those voids. This leads to better market fit and higher chances of success.

Actionable Advice for Tech Startups

  1. Start with the Customer: Engage with your target audience and collect insights about their needs, desires, and pain points. This can be achieved through surveys, interviews, or focus groups.
  2. Reframe the Problem: Challenge your initial assumptions and reframe the problem from different perspectives. This can help you uncover hidden opportunities and inspire innovative solutions.
  3. Iterate and Test: Develop prototypes and test them with your target audience. Gather feedback and iterate on your solution until it addresses the problem effectively.


Embracing the concept of “falling in love with the problems” can revolutionize the way tech entrepreneurs approach building startups. This mindset encourages a deep understanding of the target audience and fosters the development of innovative solutions that resonate with customers.

By refocusing their efforts on understanding and addressing the problems, tech entrepreneurs can significantly increase their chances of building successful and sustainable businesses.

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Hutton Henry
Hutton has worked with Private Equity Portfolio firms and Private Equity funds since 2015. Having previously worked in post-merger integration for large firms such as Ford and HP, Hutton understands the value of finding issues prior to M&A deals. He is currently the founder of Beyond M&A and provides technology due diligence for VC, PE and corporate investors, so they understand their technology risks before entering into a deal.

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