In this chapter of Pinks book on clarity, he dives into why it is important to help our customers to clearly see what their problem is and what are some ways into solving that problem. In a world where technology levels out the playing field and the customer knows just as much as the seller, it isn’t telling people how we can solve their problem but more or less showing them an unidentified problem that they may or may not be seeing. In this chapter, Pink gives a great example of why problem identification is way more superior than problem solving. Pink gives the example of where two social scientists Getzels and Csikszentmihalyi conduct a study on college artists to see whether problem solving or problem identification is better. In the study they give the artists twenty seven objects on a table, Csikszentmihalyi tells the artist to grab one or more objects, arrange a still life on the second table, and then produce a drawing result. There were two distinct ways that the artists approached this, the first examined the objects very swiftly and then went straight into drawing. The second group took their time examining the objects, twisting and rearranging them and it took them much longer to complete the drawing. The first group was trying to solve a problem, how can I produce a good drawing? The second group was trying to find a problem, what good drawing can I produce? It turns out later in life the first group of artists abandoned the artist career path and went and did something else with their life, but the second group had successful careers as professional artists. This teaches that identifying the problem goes a long way of actually solving it.