Point of view: To solve a problem you have to find it

Gareth Kay

This article looks at how the advertising industry could serve clients better by improving its skills in finding the problem that needs to be solved - rather than simply presenting the idea.

Point of view: to solve a problem you have to find it

Gareth KayChapter SF

We're an industry that has a habit of placing all our attention on the solutions we create. It's evident in the case studies we make, the award shows we enter, and almost every creative company's obsession with the big idea on its website and in its credentials. This is perhaps not that surprising - after all, it's the shiny stuff - but it has had a rather uncomfortable side effect of reducing the attention we place on seeking the real (and often more interesting)...

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