Facing Problems That Truly Matter

Not all problems are the same.

Some are simple — easy to solve with minimal effort. Others? They demand more. More time, more energy, more coordination.

It's tempting to chase the quick wins. Tackle the issues that look tough but only need a clever tweet or a meeting to fix.

But those usually aren’t the ones that really matter.

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Not all difficult problems are important

Some problems are easy to solve, others are difficult, requiring a lot more labor, willpower, resources and coordination.

Some problems have simple solutions, while others are complex in what it takes to move forward.

The simple & easy problems don’t require much — minimal effort, no big resources, no coordination. They’re the fun, quick wins that give you a hit of dopamine. Go ahead, solve them. But don’t expect them to change much.

Then, there are the problems that seem easy on the surface — but might be really complicated. And you think, “Maybe a new feature, or some quick initiative will do the trick.” It won’t. 

If it could be fixed that easily, we wouldn’t still be talking about it.

Take this lady’s word for it.

But we’re drawn to these kinds of problems anyway. They’re shiny distractions, the ones we chase because they feel good, but they don’t move the needle.

The problems that matter? They’re simple but difficult, hidden in plain sight. The stuff that needs real, consistent effort. The ones that don’t have a quick fix. They require showing up — again and again — and grinding through it.

This is what companies like WhatsApp, Buffer, Duolingo, Zoom, etc. do.

Let’s call the last category unlikely. A combination of difficult and complicated.

Only the most disruptive problems/companies fall under this category. Think Apple Computers in 1976, OpenAI in 2015 (no one heard of them back then and look at them now), SpaceX, etc.

This graph does not apply only to companies. You can generalise the same logic to problems happening in startups.

It’s easier to ship another feature or roll out a product update than to fix a broken process that’s been slowing you down. Easier to chase growth numbers than to address the underlying issues that could derail your company in the long run.

Shortcuts don’t create longevity.

The companies that last aren’t the ones chasing the easy wins — they’re the ones that tackle the hard, uncomfortable stuff head-on.

No one’s going to celebrate you for solving these problems. But this is the work that counts. The work that builds something real, something sustainable.

No shiny distractions. Just grit.

Take inequality as a problem, for example. We know the gaps: education, wealth, opportunities.

There’s no shortage of awareness, stats, or think pieces. The solution isn't complex — it’s just painfully difficult.

Why?

Because it’s not a problem that can be outsourced to a task force or fixed with one big initiative. It demands collective effort, patience, and a willingness to deal with discomfort.

What happens when we push these kinds of problems aside? They pile up. We keep chipping away at the small stuff, chasing the unimportant stuff, while the foundational cracks in society, business, and culture get wider.

In startups, this same dynamic plays out all the time. Companies start with the right intentions. But as soon as the hard stuff starts — scaling sustainably, building diverse teams, creating ethical products — the temptation to take shortcuts shows up.

It’s much easier to ship a new feature than to fix the broken process that’s holding you back internally.

Easier to focus on growth metrics than address the underlying issues that could kill your company down the line.

Yet, focusing on the hard problems is what creates longevity.

But deep down, we all know: it shouldn’t be easy.

There’s no hack for this kind of work. No viral moment will carry you through. It’s about committing to the long game, the hard road — the work that matters.

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