We had Alex on VENTURES, where the founder of Problem Kit and neuroscientist-turned-entrepreneur tackles what he calls the most dangerous trend in modern entrepreneurship: founders solving problems they haven't personally experienced. With background spanning GSK Pharmaceuticals and Zinc VC, he's developed "problem mining" methodology to combat cognitive biases. In the conversation, he reveals research showing two-thirds of unicorns were founded by people solving their own problems, explains his ITCHY framework for evaluating ideas, and argues that company-building professionalisation has dangerously shifted focus from problem-solving to market-targeting.