But solving real problems isn’t enough. You also need to solve them in a way that resonates emotionally.

Think about Airbnb. The functional problem they solved was that “hotels are expensive and sterile.” The emotional problem they solved was “travel should feel authentic and personal.” Their early tagline wasn’t “cheaper than hotels” — it was... See more

So here’s the formula, if you can call it that:

1. Find a real problem (not a hypothetical one)


2. Make the solution emotionally resonant (not just functional)


3. Time it right (not too early, not too late)


4. Communicate the why (not just the what)


5. Focus on existing needs (not invented ones)


6. Win decisively on what matters most (not marginally on everything)


7. Remove

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