“What’s your biggest problem right now?” This question can be one of the most powerful tools for selling, whether it’s yourself, a technology, or a service. The idea is simple: by directly addressing a real and concrete issue the recipient is struggling with, you immediately demonstrate your value, engage them emotionally, and create a productive dialogue.

The key is to work with an actual, specific problem the recipient cares about. This isn’t about vague concepts or abstract ambitions—it’s about something tangible and relatable. A real problem resonates because it’s something the audience can logically understand and emotionally feel. It should be specific enough that it can be broken down into actionable details, allowing you to dive into solutions that matter.

Here’s where choosing the right level of detail is crucial. For example, saying, “I want to cure cancer” is too broad and lofty to be actionable. However, if you refine it to, “I want to cure cancer, but I’m struggling with researchers spending too much time writing reports to secure funding,” it becomes a problem you can tackle. Similarly, “The company needs to increase revenue” is too generic, whereas “We need to boost revenue, and several consultants currently don’t have ongoing projects” is grounded and solvable. The same applies in tech: “The development team isn’t delivering all the functionality users want” is abstract, but “The team spends most of their time on non-functional tasks and can’t deliver new features quickly enough” identifies specific challenges and barriers.

Starting with the recipient’s biggest problem allows you to demonstrate your skills in problem-solving, analysis, and creativity. By breaking the problem into smaller components, you can sketch alternatives, evaluate solutions “on paper,” and engage them in a focused conversation about possibilities. It’s not just about providing answers—it’s about encouraging clear thinking and collaboration.

This method has wide-ranging applications. In a job interview, you can show your ability and expertise by addressing the company’s key challenges. In sales, you can frame your product or service as the solution to their major pain points. During demonstrations, you can showcase your capabilities by working with relatable, real-world examples.

At its core, this approach builds credibility and trust. It’s a way to prove your ability to navigate and tackle tough challenges while focusing on what truly matters to the recipient. By connecting with someone’s most pressing issue, you encourage collaboration, deepen the dialogue, and position yourself as someone who delivers results.

So next time you’re pitching yourself, a product, or an idea, try starting with this question: “What’s your biggest problem right now?” It’s a way to cut through distractions and focus on creating real value. Sometimes, the simplest approach is the most impactful.