What is Your Customer’s Problem?

“Does your business have a DropBox problem?” This is the question I was asked in the subject line of a recent email. I almost deleted it; but stopped short since I was looking for something to write about. It’s clear that anyone can get into marketing these days. I can appreciate misleading headlines designed to spark outrage, or any kind of emotional response; but this headline just bugs me because it is so lazy.

Our customers are struggling to get their problems solved. They may not articulate it well, but they need our help well before they contact us. With the explosive growth of Web 2.0 and all of the new ways we can research products, a simple truth still exists: we are failing to provide content that is aligned with the true needs of our customers. And when we fail to do this, the solution to that unidentified problem starts to look like our product.

Does your problem look like our product?

I may be nit-picking a bit here, but a product is supposed to solve problems. Wouldn’t asso…