A Known Mistake is Better Than an Unknown Truth: Why Innovators Should Fall in Love with the Problem

There’s an African proverb that says, “A known mistake is better than an unknown truth.” This ancient wisdom speaks to the importance of understanding and addressing familiar problems over chasing after unknown solutions. Before we get swept away by flashy ideas or technology, we should focus on the problem at hand—this ensures we’re solving real customer pain points rather than offering quick fixes.

But how can we ensure that our innovation is grounded in solving the right problems?

Falling in love with the problem means deeply understanding your customers’ issues, rather than rushing to implement a solution. It keeps your focus where it should be—on creating meaningful customer value. Here’s how a problem-first mindset fosters successful innovation:

1. Create Customer Value: When innovators truly understand the customer’s problem, they create value by delivering solutions that address real needs. Instead of introducing a shiny but irrelevant product, they ensure that the innovation directly benefits the customer.

Ask yourself: “Are we solving a problem that matters to our customers, or are we pushing a solution for the sake of it?“

2. Encourage Flexibility and Experimentation: A problem-first approach opens up the possibility of developing multiple solutions. Instead of being fixated on one idea, innovators can test different options and refine them. This mindset encourages continuous improvement.

Consider: “What if the solution we’re fixated on isn’t the best one? Are we open to alternatives?“

3. Foster Emotional Investment: When the focus is on solving the problem, innovators are more emotionally connected to the customer’s needs. They’re willing to abandon initial ideas in favor of better ones, iterating as necessary to find the right solution.

Reflect: “Are we willing to let go of our initial ideas if they don’t fully solve the problem?“

To see the power of this mindset in action, let’s look at two companies that embraced a problem-first approach and achieved remarkable results:

Toyota: Kaizen and Continuous Improvement

Toyota’s “Kaizen” (continuous improvement) philosophy is a perfect example of problem-first thinking. The Toyota Production System (TPS) is designed to identify and solve problems at every level of the organization. By constantly asking, “What’s the problem we’re trying to solve?” Toyota has improved both efficiency and quality, maintaining its status as a leader in automotive manufacturing.

Airbnb: A Customer-First Approach

Airbnb’s founders didn’t start with a solution—they began by addressing a problem. The need for affordable lodging during conferences led them to rent out air mattresses in their apartment. This problem-first approach allowed them to refine their offering based on real feedback, eventually scaling into the global platform we know today.

On the other hand, when businesses become too attached to a specific solution, several pitfalls can emerge:

1. Tunnel Vision and Missed Opportunities

When Blockbuster refused to pivot from its store-based rental model, despite clear signs of changing consumer behavior and Netflix’s rise, it succumbed to tunnel vision. Blockbuster’s failure to focus on the customer’s evolving problem—how to access content conveniently—led to its downfall.

2. Ignoring Customer Feedback

Kodak, once a giant in the photography industry, also fell victim to a solution-first mindset. Despite inventing digital photography, Kodak focused on protecting its film business rather than solving the new customer problem of capturing and sharing digital images. The result? A missed opportunity and eventual bankruptcy.

So how can your organization adopt a problem-first approach? Here are a few strategies to consider:

• Lead by Example: Leaders should champion a focus on solving problems rather than fixating on solutions.
• Engage with Customers: Encourage teams to spend time with customers, understanding their pain points firsthand.
• Celebrate Iteration: Reward teams for identifying problems and iterating on solutions, rather than rushing to implement a fix.

In conclusion, the African proverb, “A known mistake is better than an unknown truth,” reminds us that addressing familiar, well-understood problems leads to greater success than chasing uncertain solutions. Innovation thrives when businesses are obsessed with the problem, not the solution.

What about you? Are you falling in love with the problem?