In a world brimming with solutions, it’s tempting to lead with what you offer. Many businesses jump straight to showcasing their products, services, or innovations, believing that highlighting the “what” will naturally attract customers. But at Pic Tree, we champion a different, more profound approach: problem first.

This isn’t just a methodology; it’s a philosophy. We believe that truly effective solutions begin with a deep understanding of the core problem. Impactful communication starts not with what you sell but with the challenge your audience faces. Before we even consider a single creative solution, we immerse ourselves in understanding the core problem, the unmet need, or the unarticulated aspiration that keeps your audience awake at night. As Albert Einstein is often quoted, if he had an hour to solve a problem, he’d spend 55 minutes defining it and 5 minutes solving it – a testament to the crucial importance of problem definition.

Albert Einstein

If I had an hour to solve a problem, I’d spend 55 minutes defining it and 5 minutes solving it

Why does this matter? Because when you start with the problem, you immediately establish empathy and relevance. You demonstrate that you truly understand your audience’s world, their frustrations, and their desires. This deep understanding allows us to craft narratives that don’t just present a solution but resonate with their lived experience, making your message instantly more compelling and trustworthy. For mission-driven organisations facing unique challenges—the start-ups, charities, NGOs, and educationalists we proudly serve—this approach is particularly vital. Your mission often addresses a critical gap, and highlighting that gap first creates an immediate, powerful connection.

Truly effective solutions begin with a deep understanding of the core problem.

By focusing on the problem, you invite your audience into a shared journey. You frame your brand not just as a provider but as a compassionate guide, leading them from a place of challenge to one of transformation. This builds trust, fosters genuine engagement, and ensures that when you do present your solution, it’s perceived not as a sales pitch but as the clear, undeniable answer to a deeply understood need.

At Pic Tree, we take great care in producing narratives that begin with empathy, understanding the problem before crafting the perfect solution. It’s how we ensure your communication isn’t just seen, but truly felt, and ultimately, acted upon. It’s how we ensure your communication stands out and makes a lasting impact.

Tailored solutions. Trusted results. Ideal outcomes. ✨