Throughout the years that I’ve been working in retail I met with many tech companies from different levels of development and often when they explain what they do they struggle to tell the problem they are solving. In many cases, it’s easy to notice that they are so amazed by the solution that they aren’t really solving any real problem and according to my guest today the key to value creation is to fall in love with the problem, not the solution.

While I was in São Paulo, the city I called home for 8 years of my life, I had the opportunity to talk with Uri Levine who was also there. He’s the founder of Waze, the world’s largest driving traffic and navigation app which he founded in 2007 and sold for 1.1billion dollars to Google in 2013.

Uri is a serial entrepreneur and has dedicated his life to building businesses and wrote a book that is considered the bible of entrepreneurship, It’s called: “Fall in love with the problem, not the solution”

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