Problem/solution commercials work, IF they’re structured properly. They won’t work if the problem doesn’t seem real. The order in which we build our spot is important. Remember, you’re speaking to an ...

The problem-solution paradigm has become a cornerstone of patentability in Europe. Drafters interested in protection in Europe by direct filing or via PCT consequently need to cultivate a flexible ...

Business case documents and project plans can be used to identify and propose solutions for a variety of business problems. The difference is that while a business case document presents a number of ...

Consider someone who’s perfectly content with their office chair. It’s not ergonomic, it doesn’t have lumbar support, but it works. Then, during a meeting or a visit to a friend’s office, they sit in ...

Forbes contributors publish independent expert analyses and insights. Luis E. Romero is an entrepreneur, author and speaker. Reality is, by design, the aggregate result of everything that happens, ...

The main problem with marketing is it’s too much marketing and not enough problem—your customer’s problem. Too often, we focus on our product instead of what our customer needs. Instead of trumpeting ...