Create ideas using: New problems
Why would I want to point out new problems my product creates?
Because honesty builds trust and addressing second-order problems shows you actually understand your customers' lives. Every solution creates new challenges--electric cars need charging infrastructure, remote work needs home office setups. Acknowledging these problems and offering solutions shows you're thinking ahead, not just selling and running.
Won't highlighting new problems discourage people from buying?
Only if you're highlighting problems without solutions. Smart brands surface the challenges, then solve them before competitors do. It's not 'our product creates this issue, good luck'--it's 'here's what changes, here's why it's worth it, here's how we've got you covered.' Anticipating objections is sales 101.
Example: How it could look
A meal kit service acknowledges the 'new problem' of increased packaging waste from their deliveries. They don't hide it--they launch a packaging return program, compostable materials, and transparent sustainability reports. The honesty about the problem makes their solutions credible and shows they're not greenwashing.
Or like this:
Why is New problems a great technique?
Acknowledging new problems demonstrates thorough understanding and builds trust through transparency and proactive solutions.
Shows honesty and awareness of total impact
Preempts objections before they become barriers
Creates opportunities for complementary offerings
Builds trust through acknowledgment and solutions
This technique works because it treats customers like adults who can handle complexity. When you acknowledge trade-offs honestly and provide solutions, you build relationships based on trust, not illusion. That's rare in marketing, and it's powerful.
! When not to use the New problems Technique
When you're surfacing problems you have no intention or ability to solve. That's just shooting yourself in the foot for no reason.
Technique first described by www.deckofbrilliance.com