I used to think building a startup was mostly about solving the obvious problem.

Lately I’ve realized the obvious problem is usually just the symptom.

For ACTIQO, I thought the problem was helping parents decide which kids’ activities were worth their time and money.

After talking to parents and rebuilding the product, I realized the bigger problem shows up every day.

It’s remembering who has practice.

Who’s driving.

What’s packed.

What changed.

Who’s responsible.

The activity lasts an hour.

The coordination lasts all week.

That shift completely changed what I’m building.

I’m curious, what’s the biggest assumption you’ve changed about your product after getting closer to your users?