001
What is it?
Problem zero: you don’t know which problem you’re trying to solve.
Make it make sense.
But what is it?
Sometimes you know: the homepage, the offer, the title. Sometimes the thing is still moving. You feel the friction before you can name it.
Answers arrive too early.
Fix the wording. The real question is the audience.
Redesign the page. The offer is still unclear.
Make a plan. You haven’t decided you want the project.
Let the question come into focus.
What keeps not fitting?
What does this need to do?
What changes if it works?
You don’t need to remove every mystery. You need enough shape for the next choice.
Still hard to picture? Spell out what it would feel like if it worked.
Naming it is part of making it.
Once it has a name, the words, design, and next step have something to organize around.