Most businesses can tell you what they do.
The good ones can tell you how they do it differently.
But the ones that grow sustainably, win better clients, and stand out, they understand something deeper:
It’s not just the problem you solve. It’s what that problem really means for the person living with it.
That’s the layer most businesses skip and it’s the one that matters most when it comes to growth, sales, and why someone chooses you over someone else.
Let’s say you help streamline operations.
You might think the problem you solve is efficiency.
But for the founder who hasn’t taken a proper holiday in 3 years, the real problem is burnout.
Or maybe you offer leadership coaching.
The surface-level problem might be team alignment.
But for the business owner who feels like they’re carrying everything on their own, the real problem is isolation and pressure.
It’s not just what the problem is.
It’s what the problem causes, commercially, professionally, personally.
This is the lens your clients are using when they decide:
They might not say it directly, but when someone buys a product, service, or brings in outside help, there’s always a deeper motivation driving the decision.
They want to protect something.
Fix something.
Prove something.
Get back something.
If you don’t understand that, or if you’re not speaking to it, you’re just pitching features in a world full of noise.
Selling effectively isn’t about having a sharper pitch.
It’s about seeing your solution through their world, not yours.
The real question isn’t “what do we do?”
It’s “why does solving this matter to them, right now?”
When you see it clearly, everything shifts:
Whether you’re selling a product, a service, or your own expertise, people don’t buy your offer.
They buy the change it creates.
And the more clearly you understand the real problem you solve the more powerful, profitable, and purpose-led your sales conversations become.