Introduction
We often think of innovation as a straightforward process: first identify a problem, then craft a brilliant solution. However, as I discuss in this episode of Innovation Café, the real world doesn’t always work that way. Sometimes, the solution shows up first, long before we’ve identified the problem it solves. This phenomenon holds true not only in inventing but also in advertising, where you might plant the seed of a solution in consumers’ minds—well before they recognize a need for it.
Below, we’ll explore real examples of “solution-first” innovation, how it appears in advertising, and why embracing this approach can spark breakthroughs that wouldn’t otherwise emerge. We’ll also see how “problem-finding” can be an equally vital (and creative) aspect of the inventor’s journey.
1. When Solutions Arrive Before the Problems
The Muppets Riding in a Car
One vivid illustration is advertising for a Toyota Highlander featuring Muppets. At first glance, it seems odd—why pitch a family SUV with puppet characters? The reasoning becomes clear: Kids who see the ad may pressure their parents into buying that “cool” car later (i.e., the solution is planted before a real “car-buying problem” even exists for them). By the time the family is actually in the market for a vehicle, the child’s mind has already latched onto Toyota as a potential answer.
Post-It Notes
- Spencer Silver at 3M tried to make a super-strong adhesive—but ended up with one that was very weak and wouldn’t dry out quickly.
- Art Fry, another 3M scientist, recognized the potential of a low-tack glue for temporary sticking—leading to Post-it Notes.
- The “problem” (needing a gentle, removable adhesive) became obvious after Silver discovered the adhesive “solution.”
Coca-Cola
Originally pitched as a medicinal tonic—complete with small amounts of cocaine in its early formula—Coca-Cola was later reframed as the world’s most famous thirst-quencher. The solution (a carbonated beverage) was there first; only later did the company recognize and advertise it as a beverage to solve thirst in a massive consumer market.
2. Why “Solution-First” Thinking Matters
- Unrecognized Problems
- Sometimes the world isn’t yet aware of a problem—until your solution highlights what’s missing.
- Example: Velcro® (or “hook-and-loop fasteners” as the USPTO prefers) came from noticing burrs on dog fur. Over time, countless uses emerged, from kid-friendly shoe straps to wall hangers.
- Driving Future Demand
- By showcasing a solution, you “plant the seed” in potential users’ minds. Over time, when they encounter the relevant issue, your solution is already top-of-mind.
- Advertising frequently leverages this tactic—raising awareness of a new feature or product that consumers didn’t know they needed.
- Redefining the Market
- In many cases, the solution-first approach creates demand and reshapes how we view everyday tasks—just think about the microwave oven, which came from experiments with radar technology and then found its “problem” in speeding up cooking.
3. Problem-Finding as a Creative Art
It’s often said that defining the problem is harder than solving it. When you stumble on a potential solution—like a new kind of adhesive or a novel technology—you might not see an immediate application. That’s where problem-finding comes in:
- Explore Different Applications: Brainstorm all the ways this invention might improve daily life. Sometimes it’ll be the users or other inventors who discover the perfect fit.
- Look at Adjacent Industries: A technology developed for aerospace might revolutionize consumer products (like nonstick coatings moving from NASA to cookware).
- Stay Curious: Keep a mental (or literal) log of interesting quirks, partial inventions, or abandoned R&D. One day, they could be the perfect solution for a pressing need.
4. Ads and Inventions Share “Solution-Finding” DNA
Surprisingly, advertising parallels innovating in many respects:
- Emotional Hook: Advertisers often create an emotional connection, hinting that a user’s future self will “have a problem” that only the product can address.
- Reframing: Inventors and advertisers alike must reframe an existing product or technology to show how it addresses a new concern (as with Coca-Cola shifting from “medicine” to “refreshment”).
- Discovery Mindset: Both fields thrive on unveiling that “aha!” moment—whether it’s the consumer suddenly seeing why they need a Dyson vacuum or an inventor realizing a novel use for a “failed” product.
5. Embracing the “Solution in Search of a Problem”
For many innovators, hearing “solution in search of a problem” is meant as a criticism—suggesting the invention is unnecessary. However, the Post-it Note, Velcro, microwave ovens, electric cars, and countless other breakthroughs each started with a technology, a technique, or a partial concept. Only later did the world catch on to the problems they could solve. This does not mean it isn’t eligible for a utility patent — patentability isn’t changed because of how the innovation was discovered.
Key Takeaways:
- Don’t dismiss interesting prototypes or partial solutions just because no one’s asked for them yet.
- Let curiosity guide you: keep playing, experimenting, and refining. The problem might reveal itself—or your invention might inspire people to realize a need they never saw before.
Conclusion
Innovation isn’t always a linear path from problem to solution. Quite often, the solution emerges first, waiting for the right moment to intersect with a problem. Whether you’re an inventor or a marketer, recognizing this dynamic can open up whole new worlds of creativity and commercial success. So don’t be discouraged if you have a brilliant idea without an obvious real-world application. Save it, share it, or simply leave it percolating—because when the problem arises, you’ll be the one ready with the perfect fix.