If we're in the business of serving others, and most of us are, we're in the business of helping them solve problems. The problem is the opportunity, the problem is the work. Without a problem, there is no work, there is no service.
Identifying the problem can be tricky. Problems like to fake us out. Someone looking to buy clothes isn't just looking for clothing. They're likely also looking for a way to improve their status and how they're seen by others. They're looking to improve their relationship with the outside world. Same goes for cars, massage therapy, leadership training, dining out and golf lessons. Virtually everything discretionary, things we get to do versus what we have to do, becomes a marketing problem, where the solution goes beyond satisfying a need.
What's the problem underneath the problem. Worth digging for if we really want to help.