Essentially, we are not taught to embrace problems. We are taught that problems are to be avoided or something to complaint about.
The more we take on the problems, the more confident and proficient we become at solving them. And the better able we are to see them as opportunities.
Attitude is perhaps the biggest determinant of what we can accomplish.
The first step to solving big problems is to identify them.----"need finding" In other words, if we clearly define a problem, the solution will logically present itself.
For many, changing jobs or moving across town feels just as risky as travelling to an exotic location to perform relief work. It is much more comfortable to stay locked in a role that is "good enough" than to reach for an alternative that has a higher degree of uncertainty.
Example 1: Kimberly-Clark noticed that parents become terribly embarrassed when asked if their child is "still in diapers". This was a hug pain point for parents and for kids on the cusp of toilet training. There had to be a way to turn this around and they came up with the idea for Pull-Ups, a cross between a diaper and underwear. This insight led to a billion-dollar increase in annual revenue for Kimberly-Clark and allowed them to leapfrog ahead of their competition.
Example 2: There were three girls those developed a mobile, at-home services for bra fitting, based on their observation that most women are embarrassed by the process and end up with ill-fitting bras.
