Troubling the market about the wrong problem may actually help your competitor more than it helps you.

Businesses spend money to fix problems or to avoid problems in the future, therfore buyers want a solution to meet their need and percieved problem. If they believe that they have a problem that a competitor solves better than you do they will go with your competitor. You may try to convince them that they actually need the solution that you offer but that will be very hard work and low yeild. Instead, it is best to change their concept of the problem, or you can trouble them about it – with marketing – in the first place.
In this video, Hugh helps clarify why you need to choose the right problem to solve for your customers.