How to Systematically Uncover Big Problems Worth Solving

By going broad before narrow.

Like a good magic trick, most big ideas seem obvious in hindsight because they solved a customer struggle (or problem), that was seemingly sitting in plain view. The challenge is that we live our lives forward, not backward.

Fifteen years ago, if you had asked people to rank their top problems with taxis, they would have said rude drivers and dirty taxis…