From the YouTube video "Value Props: Create a Product People Will Actually Buy".

"A problem well-defined is halfway to a [business]."

# Four U's

## Unworkable
- Somebody could get fired for not resolving this problem: real consequences. 
- mostly for B2B

### Examples
- iCloud didn't exist/didn't work at first.
- a generation of kids won't know how to use the internet; the entire country will fall behind the rest of the world.

## Unavoidable
- is the problem so fundamental that it can't be avoided?
- e.g. taxes, education, aging

## Urgent
- relative to other needs
- you'll get delayed/de-prioritized if you're not addressing priority #1
- urgency is often created by market shifts, e.g. banking moving online
    - e.g. mobile, AI

### Related Questions to Prospects
- What's your number one priority right now?
- When do you think you'll get to priority #2?

## Underserved
-