It’s a well-known fact that most businesses fail because they built a product nobody needs. In business, solving a problem is nowhere near as important as solving the right problem. Because creating the right solution to the right problem for your users, is the surest way to make profit.
That’s what problem framing does. When a doctor misdiagnoses a set of symptoms, the result could be fatal for the patient. Likewise, misdiagnosing user problems, could prove fatal to your business.