Business is not just about solving problems. It’s about anticipating the next problem your solution will create. This cycle, the product solution loop is what separates struggling entrepreneurs from strategic moguls.
Think about it. Every major innovation in history created opportunities for other innovations. The light bulb solved the problem of darkness, but it created the need for electricity grids. Cars solved the problem of transportation, but they created the demand for roads, fuel, insurance, and mechanics. Smartphones solved communication, but they created new problems: battery life, storage, security, accessories, and endless app ecosystems.
This is the law of business. In every solution lies the seed of another problem, and inside that problem lies your next product, your next revenue stream, your next empire.
The Solar Example: From Light to Batteries
Solar energy is one of the clearest examples of the product solution loop at work. In many parts of the world, especially Africa, electricity has always been unreliable. Solar inverters came as the great solution. They promised power without depending on the grid. They solved a pain people were desperate to escape.
But solving electricity did not end the story, It started another one. Suddenly, households and businesses realized solar batteries couldn’t last. Replacements were expensive. Capacity was limited. Performance dropped faster than expected. And just like that, a new industry emerged. Entrepreneurs rushed to build and sell long-lasting batteries, smarter management systems, and complementary products.
The companies that thrived were not the ones that only sold solar panels. They were the ones that anticipated the next problem solar created. They understood the loop.
The Phone Example: Accessories Built an Empire
Another clear case is the mobile phone. The phone solved communication, but its ripple effect is bigger than most people realize.
The first mobile phones created the need for chargers. Then power banks. Then cases to protect them. Then apps to make them more useful. Each wave of solutions opened doors for another billion-dollar business.
Apple understood this better than anyone. They don’t just sell iPhones. They sell AirPods, chargers, cases, iCloud storage, AppleCare insurance, and an ecosystem of apps. In fact, the accessories and services often bring in as much, if not more, than the core product itself. That’s the product solution loop in full motion.
Why Entrepreneurs Fail Without the Loop
Most entrepreneurs make one mistake: they think solving the first problem is the end. They stop after the first success. But the truth is, the first success is only the beginning.
If you only solve one problem, your product will eventually be replaced by someone else who solves the next problem. But if you stay ahead of the loop, you build an empire.
Think of Microsoft. They didn’t just sell computers. They bundled Office software, cloud storage, and services. That bundle became the reason many buyers still prefer Microsoft laptops to this day. They weren’t just selling the computer, they were solving the problems that the computer itself created.
How to Apply the Product Solution Loop
So how do you use this in your business?
- Identify the first problem. What pain does your product solve?
- Look for the next problem. Once the pain is gone, what new issue arises?
- Design the add-on. This could be a bonus package, an accessory, a complementary service.
- Educate your market. Don’t just sell. Teach your customers why the next solution matters.
- Position yourself as inevitable. When the first solution works, your product should naturally be the next step.
For example, if you sell land, the next problem is documentation and development. If you sell solar, the next problem is battery efficiency. If you sell training, the next problem is application and tools. Always ask: what comes next?
Teaching Creates Necessity
One of the smartest ways to drive this loop is through education. Don’t wait for your customers to discover the next problem themselves. Teach them early. Show them why your product isn’t optional, it’s the obvious solution to the next challenge they will face.
This is how you create demand before they even realize they need it. Education makes your product a necessity.
Closing Lesson
Business is a chain reaction. Every solution sparks another problem, and every problem sparks another product. If you build with this in mind, you will never run out of opportunities.
Don’t just solve today’s problems. Anticipate tomorrow’s. That’s how you build a business that lasts.
Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).
