Ready for a gut-punch of honesty? If you’re obsessed with solving your clients’ and team’s problems, you’re on the fast track to destroying your business. Yep, you read that right. The very thing you think makes you a great business owner or CEO—the relentless pursuit of solutions—is what’s holding you, your clients, and your team back from true, lasting success.

Sounds crazy, right? But stick with me, because this is the #1 reason most businesses plateau, burn out, or fade into the background. It’s not because you’re not smart enough, or not working hard enough. It’s because you’re playing the wrong game.

Let’s get real: Solving surface-level problems is like putting a Band-Aid on a broken leg. It looks like action. It feels productive. But it doesn’t actually fix what’s broken. In fact, it creates a cycle where you’re always chasing the next problem, never addressing the root cause—and never unlocking the kind of transformation that makes your clients say, “Wow, You Finally Made Me Great.”

Here’s the secret the world’s top-performing businesses already know: People don’t buy solutions to their problems. They buy relief from their subconscious frustrations.

Let’s break that down. Every client, every team member, every business owner walks around with a set of hidden, deeply rooted frustrations. These aren’t the things they talk about in meetings or write down on feedback forms. These are the nagging doubts, the silent fears, the “not good enough” stories that live in the back of their minds and drive every decision they make.

When you focus on fixing what’s visible—the obvious problems, that you may call "pain"—you’re missing the real opportunity. You’re treating symptoms, not the disease. And you’re leaving massive amounts of growth, loyalty, and revenue on the table.

Let’s look at two real-world examples of what happens when businesses fall into the problem-solving trap versus when they target subconscious frustrations.

Remember Blockbuster? They were obsessed with solving the “problem” of movie rentals: more stores, longer hours, bigger selection. But what did they miss? The subconscious frustration of their customers: the hassle of late fees, the embarrassment of returning a movie late, the frustration of never finding what they wanted. Netflix didn’t just solve the surface problem—they eradicated the subconscious pain by offering no late fees, instant access, and personalized recommendations. The result? Blockbuster is a memory, and Netflix is a global powerhouse.

Want another one? Deutsche Bahn (DB), the country’s main train operator, spent years focusing on technical problems: train delays, ticketing systems, and scheduling. But what did they overlook? The subconscious frustration of feeling powerless when trains were late, or the anxiety of complicated pricing. Enter FlixBus, a startup that didn’t just offer cheaper tickets—they addressed the frustration of unpredictability with flexible bookings, real-time updates, and a customer-first approach. Today, FlixBus has eaten into DB’s market share, not by being technically superior, but by targeting what their customers really care about: control, flexibility, and peace of mind.

See the pattern? The real winners are those who go deeper. They don’t just ask, “What problem can I solve?” They ask, “What keeps my clients and team up at night, even if they never say it out loud?”

Let’s get practical. If you’re tired of playing whack-a-mole with your clients’ and team’s problems, it’s time to shift your entire approach. Enter the Make Me Great system—a proven, science-backed blueprint for targeting the subconscious frustrations that drive real change.

Here’s the truth: When you address what people really want—relief from those subconscious frustrations—you don’t just win their business. You win their loyalty, their advocacy, and their willingness to grow with you. That’s how you build a tribe, not just a client list.

• Stop solving, start elevating: The Make Me Great method isn’t about being the hero who swoops in to save the day. It’s about empowering your clients and team to become their own heroes. When you help them see what’s possible beyond their surface problems, you unlock motivation, creativity, and commitment you never thought possible.

• How do you do it? Start by asking better questions. Instead of “What’s the problem?” try “What’s really frustrating you that you haven’t told anyone?” or “What would make you feel unstoppable?”

• Use brain science, not guesswork: The Make Me Great system is built on ethical persuasion and neuroscience. We map the four key parameters: subconscious frustrations, WHO you are, WHY you do what you do, and how your clients make decisions. This isn’t theory—it’s practical, actionable, and proven to work in any industry.

• Real transformation beats quick fixes: When you target subconscious frustrations, you create breakthroughs that last. Your clients and team don’t just get a solution—they get a new way of thinking, working, and succeeding. That’s the ultimate competitive advantage.

Let’s bring it back to those examples:

• Netflix: Didn’t just make movie rentals easier. They made people feel smart, in control, and free from guilt—subconscious wins that built lifelong loyalty.

• FlixBus: Didn’t just offer cheaper rides. They made travel feel empowering, flexible, and stress-free. That’s what customers came back for, again and again.

Now, imagine what happens when you bring this mindset to your own business. Your clients don’t just stick around—they become raving fans. Your team doesn’t just perform—they become unstoppable. Growth becomes a natural byproduct of your focus on what really matters. You have to elevate your clients to elevate your success!

Here’s your move: Stop being the firefighter, and start being the architect of transformation. If you’re ready to ditch the problem-solving hamster wheel and start targeting the subconscious frustrations that actually drive results, I’ve got something special for you.

Watch my free webinar: How to Become Unforgettable—The Science of Ethical Persuasion. In just one session, you’ll discover how to:

• Identify the hidden frustrations that hold your clients and team back

• Apply brain science to create lasting change (not just quick fixes)

• Build a business that grows on loyalty, not just transactions

• Use the Make Me Great approach to become the leader everyone wants to follow

Ready to stop solving problems and start making people great? Join the webinar now and unlock the next level of growth for you, your team, and your business. Let’s make greatness your new normal!