I have just stolen/adapted that headline from Christine Comaford-Lynch of Mighty Ventures
It is the opening title of the first email that she sends to new subscribers to her email list, and goes on to say
But remember: it's not enough to just "diagnose" that pain.
People have to perceive it as a problem in search of a
cure. Only then will they open their wallets to get that
and a little later on
–Find a problem that needs fixing.
–Dig deep into the problem to find out what the real
core need is and the best way to solve it.
–Take the first step to creating that