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A business can ensure that the problem they aim to solve is a real one by conducting market research, customer interviews, and surveys. They can also look at existing solutions and their limitations to identify gaps. It's important to validate the problem with real data and feedback from potential customers.
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The most important aspect of any pitch is to set up the problem that your company aims to solve. Without a real problem to solve, there's no need for your business. For example, did you know one of WeWork founder Adam Neumann's first business idea was kneepads for babies? Babies have crawled on their own for centuries, so this wasn't a real problem. Cheap office space was a much better idea.
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