Every solution creates a new problem. That is the law of the marketplace.
When solar inverters entered the market, they solved the electricity crisis. But in doing so, they created another challenge, battery life. Suddenly, the conversation shifted. People were no longer asking, “Does it give light?” They were asking, “How long will the battery last?”
This is the loop every entrepreneur must master. Your product may be solving a problem, but within that solution lies the seed of another need. And whoever positions their product to meet that next need will dominate the market.
Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).
