PeerfoldSign inEvery durable curriculum starts with a named problem. HubSpot named "inbound marketing" and taught the world what it meant; the name became the category, and the category became the moat. Find the pain your market feels but has not articulated, give it a name sharp enough to survive repetition, and make the name the spine of everything you teach.
Ours is adoption debt: the compounding gap between what a product can do and what its customers know it can do. Every course we will ever publish is, at some level, about paying it down.
A named problem does three jobs at once: it makes the market's vague discomfort discussable, it positions you as the one who understood it first, and it gives your curriculum a thesis instead of a table of contents.
The exercise
Write the one-sentence definition of the problem your market has but cannot yet name. If your senior people each define it differently, the name is not done. It costs nothing but nerve.