Easily, one of the biggest hurdles that people have to overcome right from the start is knowing what their business value will be.   Business value is measured in many ways, but starts with knowing the big problem you solve…   Today, I'm gonna teach you about My Core Problem Planner.   When I was young, I did a lot of backpacking with my Dad. He grew up on a farm and loves the outdoors, my whole family loves the outdoors.   We’d go camp out by creeks and streams and play in them. CANOEING AND GROWING BUSINESS Well, I remember coming back from one campout, I don't remember how we got on the topic, but my dad told me that MOST people will NOT actually do a lot of the things that they wanna do life because rather than go get them, they’ll wait for things to come to them…   It was a father-son moment that had a BIG impact on my brain. My Dad said:   “Look, Stephen, most people go through life as if they're in a canoe without a paddle. They're in a very slow moving river and because it's moving they feel progress in their life... and so they won't pick up the oar and start paddling.”   He told me:   “Most people will never pick up the oar that's already in the canoe and use it to start pushing in the direction they wanna to go.   Most people just wait for the current of life to take them different places. They will change because life is change, and they'll progress because life happens to them...   But very few are actually willing to pick up the freaking oar and do something with it.”   However, some people who DON’T even have an oar will get creative and grab a branch as they're floating down the river and break it off  and use it until they can find an oar or make one.”   That analogy has stuck in my head for a long time because it’s fascinating.   Very few people in this life are willing to actually pick up the oar and start moving.   ARE YOU PADDLING?   So when you think about the amount of competition that's out there, it's really it's NOT me versus EVERYONE. It's me versus the 20% of humanity who are actually trying to do stuff with their life… the people who are actually picking up the paddle!   Even then, MOST people don't understand anything about what I'm talking about...   So it's me versus maybe 10% of humanity... MOST of whom are NOT willing to experience the personal growth that's needed to actually launch stuff.   If you think about it this way, you’ll understand that the competition is really NOT very high... and that showing up is half the battle.   PLAY BIGGER?One of the biggest questions people ask when I'm coaching is:   “Stephen, I've got an idea... do you think this is the idea I should build a business around? Do you think this is where I should focus? I'm gonna go solve this. I'm gonna go do this. I'm gonna create this kinda value.”   The challenge is that we try to solve too many things at once.   The best businesses solve one major problem... and that's it.   One of my favorite books is called Play Bigger. It teaches that it's not about going out and saying I have the best solution, 'cause everybody's saying that…   It's about going out and saying, I can describe the problem that you are experiencing the best.   You lead with the problem NOT the solution.   If you watch a lot of the things that I do, that’s what I do. I read that book, and I was like, “What's up!”   It's all about being able to evangelize the problem that you solve and being able to describe it better than everybody else.   The book teaches that if you’re gonna create a business, you need to be able to articulate and teach the problem better than anyone else who's your competitor.   I love that book and a lot of you guys will probably go read it now ;-)   THE THIRD-GRADE PROBLEM   The basic premise of Play Bigger is that whoever articulates the problem the best; it's also assumed that that person has the best solution.   So if you're like, “Man, Stephen I'm gonna go solve a problem. I'm gonna go do this... I'm gonna do that…”     I DON