A Problem Well Stated is Half Solved: Why Ugandan Businesses Need Clarity

For the past ten years in the Ugandan business landscape, I’ve observed a recurring challenge: brands struggle to articulate the problems they solve. Like my colleague Martin once said: it’s easy to create solutions and products if we think people need them. But without a well-defined problem, a strong position is impossible. This lack of clarity plagues many Ugandan businesses.

Many entrepreneurs see a gap in the market but fail to assess whether it’s a genuine need. Even purpose gets lost in the shuffle. The question “What problem are you solving?” might feel repetitive, but it’s crucial.

Let me ask you: What problem does your team believe you solve?

This isn’t just about external impact. Building meaning internally is equally important. A clear understanding of the problem you solve drives your brand culture.

As a business leader or visionary, critically evaluate the problem you address. Is it substantial enough to attract a community, a “tribe,” around it?

Here’s the catch: seeing too many problems to solve indicates a lack of focus. By clearly stating the problem, you’re halfway to solving it.

Let’s Use this as an example: A clothing line could see a gap in “trendy Ugandan fashion.” But maybe the real issue is “young professionals lack workwear that reflects their unique style.” This reframing helps them cater to a specific need.

The Takeaway:

Investing time in defining the problem you solve is an investment in your brand’s success. It fosters internal clarity, attracts the right audience, and ultimately drives a more meaningful purpose.

Article By: Joel Lubandi C. – Senior Brand Strategist, Jiranihood