Hey friend – Rob here. There are many tropes in the strategy and advertising scene, but none of them is more important – and in my experience, more elusive – than the whole thing about "we should find the problem behind the problem". The thinking is straightforward, basically when clients give us a brief, they've identified a problem within their business, but you see, the real problem is often something that is born out of an outside-in view, i.e., our job. Part of me has always found this a...