Problem solving is a brilliant notion. But a sneaky one. This is a catch-all.
First of all, because what’s innerly false the other way around is stupid. Most of the time. What’s not problem solving? I’m sure even the dumbest phenomenon solve something for someone.
Secondly, nobody tells whose problem you’re supposed to solve. It can be people’s. It can be companie’s. It can be lettuce’s.
Strategists defining themselves as problem solvers are lazy.
But that’s not the main point.
Underneath a ton of bullshit, a few nuggets.
Such as this tiny epiphany: problem solving culture isn’t always about big steps but little ones. They call that hacks. Let’s call them ideas. Or patches. Or tricks. Anything else than hacks (the second most overused term in marketing these days, guilty as charged).
Even if nobody seems to agree, let’s consider that marketers should solve people’s problem. That’s a good starting point to observe and deliver neutral solutions that matter, from content to services or jokes. That should be agencie’s job. Both pure players and generalists. Consider the part of people’s journey they’re able to help, then observe and analyse, then deliver solutions. Period.
Not chasing the lol. Not chasing the award. Not chasing the shiny new thing (what the fuck do people care about your Snaps?). Not chasing the buzzword. Not interrupting without providing something useful.
Problem solving should always be people focused.
Brand problems, agencies problems, code problems, growth hacks do not inspire consumers.