As many of you know, I'm a big believer that the better the problem, the more likely you are to get to work that works. Wrongheaded problems leave us in a ditch. Boring problems invite uninspired solutions. And when you only ask advertising questions, unsurprisingly - you get lots of advertising answers. The best of the best understand the value in taking the time to get the question right.

With that, here's a presentation I did to get the point across the girls and boys of Twist a few months back. Hopefully you'll find some value in it, too.

Love the baby problem analogy. :) Lots of great examples of how to better define problems in this one. Thanks!

Posted by: Jasmin | August 26, 2012 at 10:03 AM