It’s pretty common to hear that business is built on solving problems. If you want to make money, solve problems. If you want to have a successful brand, solve problems.

But then there’s the moments when you realize what you’re trying to build doesn’t really solve any problems. You hear the term “nice-to-have”, and you adopt that term into your mindset.

“My product isn’t a necessity.”

“What I do doesn’t solve a problem.”

“It’s just art.”

“I don’t know how to tell someone how this thing benefits their life.”

“It’s just a nice-to-have.”

If this is you, you’re not alone, and you’re not breaking new ground.

That’s because “nice to have” doesn’t exist.

Today’s episode is a crash course on how to market and brand something that doesn’t solve a direct problem, something that people might refer to as a “nice to have”. We’ll even show you how companies are making billions every year even though they aren’t solving problems.