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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.

During the interview, Levine also touches on the importance of entrepreneurial education, which he addresses in his book. He describes his dual role as a builder and a teacher, finding equal fulfillment in mentoring up-and-coming entrepreneurs. His mission to educate shines through his detailed explanations of how to approach problem-solving effectively and why many startups fail by not adequately identifying or understanding the problems they aim to solve.

Concluding the interview, Paula and Uri discuss the broader implications of entrepreneurial thinking on societal progress. Levine’s advice to budding entrepreneurs is clear and potent: start with a problem worth solving and stay committed to resolving it. This conversation not only serves as a masterclass in entrepreneurship but also as a motivational guide for those looking to make a difference. Levine’s narrative is a powerful reminder of how persistent problem-solving can lead to remarkable achievements in the business world and beyond.

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