Create ideas using: Small Can'ts
How do I find small frustrations worth solving?
Watch people use your product or navigate your category. What do they complain about that seems trivial? What workarounds have they invented? Small frustrations are everywhere--opening packaging, understanding instructions, waiting for things to load. The best ones are universal, cheap to solve, but emotionally disproportionate to their size. Find the annoyance everyone accepts as normal and fix it.
Is solving tiny problems really worth the effort?
Absolutely. Big problems are obvious--everyone tries to solve them. Small problems are where loyalty gets built because you're paying attention at a level competitors ignore. Solving a micro-frustration shows you actually care about the experience, not just the transaction. That attention to detail creates emotional connection way beyond the fix itself.
Example: How it could look
Heinz redesigns ketchup bottles to store upside-down so the last bit doesn't get stuck at the bottom. Tiny problem. Obvious solution nobody did for decades. Now every squeeze bottle copies them because solving that one small annoyance was worth millions in brand love and loyalty. Small fix, massive impact.
Or like this:
Why is Small Can'ts a great technique?
Solving small frustrations creates disproportionate gratitude because you're removing friction people had resigned themselves to living with.
Creates unexpected delight through attention to detail
Builds loyalty through thoughtful improvements
Often costs little to implement
Shows brand actually understands daily experience
People remember who makes their lives easier in small ways. Solving the tiny, overlooked frustrations builds the kind of emotional connection that big promises can't buy. It's proof you're paying attention.
! When not to use the Small Can'ts Technique
When you're ignoring big, genuine problems to focus on trivial ones. Don't polish details on a fundamentally broken experience.