How can we sell hoodie to Cain, the son of Adam?

Products and services are essentially solutions to problems, right?
To create a great product or service, we must first understand the real problem we're solving, rather than mistaking the solution for the problem. Let me clarify.

The key is to dig deep and uncover the human motive that drives people to desire your product or service. This motive should be rooted in human nature—something that has existed since the beginning of humanity. So how do we know if we've identified the real problem or if we're just focusing on the solution?

First, remember that human needs have remained constant throughout history; only the ways we fulfill those needs have changed. The core motives stay the same.

If you describe the problem you're solving and someone from 2000, 5000, or even 10 million years ago wouldn't understand it, you're probably defining a solution, not the true problem.

Here's an example. I recently spoke with a young entrepreneur who wanted to start a print-on-demand business in a market where it was still new. He had partnered with factories to produce hoodies and printing companies to handle customization. He had saved money to build the website and believed the only missing piece was the platform for customers to design and purchase their custom hoodies.

I challenged him with a few questions to ensure he had a solid foundation. I asked, "What problem are you solving?" His answer was, “Build your own custom hoodie.”

As mentioned earlier, could you explain that concept to someone from 100,000 years ago? Likely not. That’s because "building your own custom hoodie" isn't the core problem—it’s just a solution for an undiscovered need.

As he explained his platform, he was fixated on the solution because he thought he had already defined the problem. But the real issue wasn't about hoodies—it was about fulfilling the desire for uniqueness. People want to feel special, like they have something no one else possesses.
Could you explain that craving for uniqueness to someone from millions of years ago? Yes. The desire to stand out is part of human nature.

Consider the story of Cain and Abel. Cain killed Abel because he wanted to marry the most beautiful woman—he wanted something no one else could have. That’s the core need. If you told Cain he could design his own hoodie, he wouldn’t understand. But if you told him he could look unique and wear something no one else has, he’d be interested.

Understanding this core need shifts the focus from merely refining the solution to solving the real problem. Instead of improving the process of making custom hoodies, think about how to make your customers feel unique.

For example, rather than letting everyone design their own hoodie (most people aren’t great designers), you could create limited, beautifully crafted designs, with only six pieces of each style available.
You could number each one and release a unique, one-of-a-kind masterpiece once a month. Only customers who have purchased at least three hoodies could qualify to buy it. In this way, your customers aren't just buying a hoodie—they're buying a story, a rare item that only a few people in the world will ever own.

They’ll be eagerly waiting for their chance to own the next masterpiece, knowing no one else will look the same. If someone else tries to copy their style, it won’t feel as unique. By focusing on the real need, there’s no need for a fancy platform. Even an Instagram account could work, as long as you're solving the core problem in the right way.