You now have 3 problems backed by customer conversations. But not every problem deserves to become a business.

A problem can be real but:

• Too small

• Too infrequent

• Too difficult to solve

• Poorly matched to your expertise

• Already well served by existing alternatives

• Not painful enough for people to act or pay for a solution

Your next job is to determine: Which problem has the strongest combination of customer need, evidence and business potential?

The Evunn Mindset Shift

From More Problems → The Right Problem

Don’t ask: Which problem do I like most?

Ask: Which problem has the strongest evidence and the greatest potential to pursue?

At this point, you are no longer brainstorming. You are making a decision.

Why There Is No Book For This Step

Unlike the previous steps, Step 6 doesn’t require another book, but you need the execuution toolkit for this step.

You’ve already learnt how to:

Identify problems → Understand motivation → Develop empathy → Understand the job → Gather customer evidence

Now you need to apply what you’ve learnt.

The books in our roadmaps give you the thinking. EVUNN toolkit gives you the system for making the decision.

What Makes A Problem Worth Pursuing?

Evaluate each problem against the evidence you’ve gathered.

1. Problem Severity

How painful is the problem?

Does it create meaningful frustration, loss, risk or difficulty?

2. Frequency

How often does it occur?

A severe problem that happens once in five years may be less attractive than a recurring problem.

3. Demand

Are people actively trying to solve it?

Look for evidence of action, not just agreement.

4. Evidence

How strong is your customer evidence?

Did multiple people independently describe similar experiences?

5. Existing Alternatives

How are people solving it today?

Remember: Doing nothing is also an alternative.

6. Unmet Need

What’s still missing?

Where do current solutions fail to adequately solve the problem?

7. Willingness To Act

Are people actually doing something about it?

Look for time, money, effort or behavioural commitment.

8. Expertise Fit

Can your expertise give you a meaningful advantage in solving it?

The goal isn’t simply to find a painful problem.

It’s to find a problem that your particular expertise is well suited to solve.

Your Step 6 Outcome

By the end of this step, you should have:

• Compared your investigated problems systematically

• Identified the strongest and weakest opportunities

• Separated evidence from assumptions

• Identified the problem with the strongest overall potential

• Selected one primary problem to investigate more deeply

Your output:

ONE problem worth taking forward.

You are moving from: here are several problems I could solve to this is the problem I have the strongest reason to pursue.

Ready To Choose the most profitable Problem?

You don’t need another book. You need a decision system.

The EVUNN Problem Prioritization Matrix helps you evaluate your problems against the factors that matter and identify which opportunity deserves your attention.

Instead of relying on instinct, use the EVUNN toolkit to score the evidence and make the decision systematically.