At our agency, we greet every brand-curious prospective client with a direct question: “What problem are you trying to solve?” That inquiry seems simple on the surface, but its responses might surprise you.

Some interpret the question broadly: “Where do I begin?” Others opt for the narrowest of interpretations: “Our digital presence is awful.” A third reaction involves only a world-weary stare and labored breathing.

We pose the question to dig for the real existential issue beneath a company’s surface — the most useful area that an agency intervention might address. As all brand strategists worth their kosher sea salt know, we must frame a problem properly in order to find an effective solution.

Yet something about the word problem evokes a strong, even visceral response from most would-be collaborators. It can land like a gut punch after a warm handshake. But getting to that root cause is essential for our work — and ultimately, our partnership — to be successful.

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