Want to Stand Out? Solve the Problems That Really Matter

If you want to stand out as a leader, entrepreneur, or business owner, you have to solve the right problems. The big ones. The ones that truly keep your customers or stakeholders up at night.

Too often, we focus on surface-level challenges—the obvious things everyone else is trying to fix. But the leaders and businesses that make the biggest impact? They dig deeper. They uncover the root causes of their team challenges or customer needs and solve them strategically.

Let me share a story to show you what I mean.

I Was Solving the Wrong Problems

When I started at McKinsey, I thought I had to be just like everyone else. McKinsey was full of MBA graduates who spoke the language of business fluently. I didn’t have an MBA. I had a PhD in neuroscience, and my background was in behavioral science.

So, I worked overtime trying to learn business frameworks and keep up with my peers. I focused on surface-level problems: how to pitch strategies, solve problems, and deliver results the McKinsey way. But I wasn’t standing out. I was working twice as hard and making half the impact.

One day, I realized I was approaching it all wrong. The reason McKinsey hired me wasn’t to compete with the MBAs—it was to bring something different. They wanted my behavioral science expertise. That’s when I shifted my focus.

Want to Learn How I Turned Things Around?

When I stopped trying to compete on the surface and leaned into my unique edge, everything changed. I shared the full story—and how you can do it too—in the first issue of my newsletter, Practical Perspectives.

Read the full story here

It’s packed with practical insights on uncovering your edge, solving deeper problems, and standing out as a leader.

The Power of Digging Deeper

Instead of trying to solve the same problems everyone else was solving, I started asking different questions:

• Why weren’t our strategies sticking with clients?

• What was preventing employees from making changes after we left?

• How could we make those changes last?

Those were the real challenges—the root causes no one else was tackling. And solving them didn’t just help our clients succeed; it helped me stand out. I wasn’t trying to compete anymore. I was adding value in a way no one else could.

How You Can Solve the Right Problems

If you want to stand out, here’s the key: stop focusing on the surface-level problems and start looking for the deeper ones. Here’s how to do it:

1. Ask Better Questions:
   Don’t just ask what’s wrong. Ask why it’s wrong. Dig deeper to uncover the root causes.

2. Listen for the Unsaid:
   Pay attention to what your customers, stakeholders, or team members aren’t saying. Often, the most important problems are the ones they don’t know how to name.

3. Lean Into Your Edge:
   Think about the skills, experiences, or perspectives that set you apart. How can you use those strengths to solve the deeper challenges no one else is addressing? (Not sure what your edge is? Here’s a free workbook to help you find your edge.)

The Bottom Line

The real magic happens when you solve problems your competitors can’t—or won’t. By addressing the deeper challenges, you position yourself as a trusted guide who delivers results that truly matter.

When I leaned into my edge at McKinsey, I didn’t just find my footing—I found my value. And the same can be true for you. Shift your focus from surface-level solutions to deeper problems, and you’ll unlock a competitive advantage that sets you apart.

But here’s the thing: It’s not always easy to see the deeper problems—or your own unique edge—when you’re in the thick of it. I often tell people, it’s like trying to read a pill bottle from the inside. You need someone on the outside—a trusted colleague, friend, or coach—to help you step back, gain clarity, and uncover what really matters.

So, what deeper problem can you start solving today? And who can help you get there faster?

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