Stacey Richter is co-president of Aventria Health Group, a marketing agency specializing in helping pharmaceutical, device and pharmacy clients gain access to patients by creating and leveraging partnerships with other health care organizations. For twenty years, Stacey has innovated better-coordinated health solutions benefiting all stakeholders, and most of all the patient.
00:00 What makes a problem an excellent problem.
00:45 Two Case Studies: The Luggage Conundrum & The Smart Phone Problem
02:12 “What the Hell is Water?” - David Foster Wallace
03:00 The problem with the iPhone - Kevin Ashton
04:30 Being able to ask, “Why doesn’t this work?”
04:45 What defines a problem - Good Problems, Better Problems, Best Problems.
05:25 A good problem: Solves a particular problem in a superior way.
05:40 A better problem: Peter Thiel says, a better problem to solve is one that is unique and troublesome.
06:00 The best problem: Tony Fadell, CEO of Nest, says “It’s seeing the invisible problem, not just the obvious problem.”
06:50 The Three Must-Haves to solving an Excellent Problem.
07:20 Problems that disrupt people’s lives, not industries.
08:30 “It’s very difficult to solve a philosophy - that’s not a problem.”
09:00 Where Excellent Problems can be found.
09:15 “The best place to look for problems is where no one else is looking.” - Peter Thiel
09:20 “The best place to find excellent problems is by asking customers the right question and finding the answers in their answers.” - Steve Jobs
09:45 “If I asked my customers what they wanted they would have told me a faster horse.” - Henry Ford
10:00 “Great creators know that the best step forward is often a step back.” - Kevin Ashton
10:30 The Pros and Cons to expertise.
10:50 The value of the beginners mind.
11:00 “Rookie Smarts” by Liz Wiseman
14:15 Be a Grand Master.
15:30 The big difference between confidence and certainty.