The problem is a matter or situation that exists and needs to be dealt with and overcome, whether most people realize it or not. A new category opportunity can be found in a problem that people don’t yet know they have or don’t know they can solve in a new way. If described properly, the articulation of the problem hits a person in the gut and compels them to want a solution. They realize the solution is missing in the marketplace. Category design, then, is the act of finding that “missing,” and fulfilling it.