Falling in Love with the Problem: The Key to Value Creation

📍São Paulo, Brazil

In an inspiring interview with Paula Macaggi, Uri Levine, the visionary founder of Waze and author of “Fall in Love with the Problem, Not the Solution,” delves deep into the essence of true entrepreneurship. Levine, whose innovative thinking led to the development of Waze, which was later acquired by Google, shares his profound insights on the necessity of focusing on problems rather than getting enchanted by solutions. His journey from conceptualizing Waze in 2007 to its global success underlines the impact of addressing genuine needs.

Levine emphasizes the critical mindset shift needed for entrepreneurs: fall in love with the problem. He articulates how this approach not only leads to creating substantial value but also ensures that entrepreneurs stay on course throughout their journey. By prioritizing the problem, entrepreneurs can drive their ventures toward success with more focus and fewer deviations. Levine’s perspective is backed by his continued success in the startup world, having launched and sold multiple businesses post-Waze.