5 minute read
There’s a simple but powerful principle in problem-solving:
If you write the problem down clearly, then the matter is half solved.
This is Kidlin’s Law, and it applies to almost everything in life—especially marketing.
Imagine going to a doctor with persistent headaches. Instead of asking questions or diagnosing the issue, they immediately prescribe random medication and send you on your way. Would you trust their judgment? Probably not.
Yet, this is exactly what many geospatial brands do in their messaging.
They rush to pitch a solution without fully connecting it to the real problem their audience faces.
The result? Vague, ineffective messaging that doesn’t resonate.
If you want your marketing to work, you don’t start with the solution. You start by diagnosing the real problem and then bridging the gap to your solution.
Here’s how.
1. Define the Problem
Your customers aren’t searching for “geospatial solutions” or “AI-powered analytics.” They’re searching for answers to problems they’re experiencing firsthand.
But most geospatial companies only describe the symptom, not the root cause—which means their messaging lacks depth.
For example:
❌ Instead of “We help cities manage infrastructure more efficiently.”
✅ Try “Aging infrastructure is failing faster than it can be repaired. Our GIS tools help city planners predict where the next failure will occur—before it happens.”
The second version works because it defines the real problem—and the stakes.
2. Go Deeper—What’s Driving the Pain?
To create category-leading messaging, you have to dig beyond surface-level pain points.
Most customers think in terms of immediate frustrations (e.g., “Our asset tracking system is outdated.”). But underlying that frustration is often a bigger issue—one that impacts efficiency, risk, or bottom-line performance.
Consider the following examples:
A logistics company struggling with inaccurate geospatial data:
➡️ Surface-level problem: Delayed shipments.
➡️ Root problem: Their current system lacks real-time visibility, leading to poor route planning and missed delivery windows.
A utility company relying on manual field inspections:
➡️ Surface-level problem: Too much time spent on site visits.
➡️ Root problem: The inability to predict maintenance needs, leading to costly failures.
Your messaging should diagnose your prospects’ pain points as symptoms of the deeper root cause and then position your solution as the answer to that.
3. Connect the Problem to an Urgent Business Outcome
Once you’ve diagnosed the deeper problem, the next step is making your audience care enough to act.
Not all pain points feel equally urgent. A logistics company might recognize that route inefficiencies exist, but if they don’t see those inefficiencies as a direct cause of missed deliveries, rising fuel costs, and frustrated customers, they won’t prioritize solving it.
This is why you can’t stop at defining the problem—you need to tie it directly to an outcome that matters to your audience.
If your messaging stops at “Our software helps optimize operations,” it won’t hit home. Instead, you need to clearly show why solving this problem is critical:
Financial impact – “Reduce infrastructure maintenance costs by 25%.”
Risk reduction – “Prevent pipeline failures before they happen.”
Time savings – “Cut permitting delays by 40% with automated spatial analysis.”
A strong business case makes your solution urgent—not just nice to have.
4. Make the Solution an Obvious Next Step
When the problem is clear and the stakes are real, your solution shouldn’t feel like a sales pitch—it should feel like the natural answer.
Think of it like a medical diagnosis. If a patient learns that their persistent headaches are caused by dehydration, increasing their water intake becomes the obvious solution. They don’t need to be convinced—it’s simply the next logical step.
Your messaging should work the same way.
Instead of leading with:
“We provide world-class geospatial solutions.”
Say:
“Aging infrastructure is failing faster than it can be repaired. Our GIS tools help city planners predict failures before they happen—reducing emergency repairs by 40%.”
This works because:
✅ It directly follows the problem-solution arc – the audience sees the pain, understands the stakes, and recognizes your solution as the missing link.
✅ It removes friction – the value is obvious, so they don’t need to “figure out” why they should care.
✅ It shifts from selling to guiding – your solution doesn’t feel like a pitch; it feels like the answer they’ve been looking for.
By clearly framing what’s at stake, your messaging shifts from simply describing a product to solving an urgent challenge—which is how you channel demand.
The Bottom Line
If your marketing isn’t landing, the problem isn’t the solution—it’s how you’re framing the problem.
Kidlin’s Law reminds us that clarity in defining the problem is half the battle.
Because when your audience instantly recognizes their symptoms in your messaging, and understands how they’re connected to the root cause, PLUS believes that you can help solve the root cause, you become the obvious choice.
So before you talk about what you do, ask yourself:
Have we clearly defined the problem?
If not, start there.
Need help? We’ve got you.
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