Identifying where customers go to solve this problem now is an important exercise to help you determine that your solution is new and has some kind of advantage or additional benefit over the current solutions in the market. How does the customer currently solve the problem? What are the strengths and weaknesses around this current solution? Try to focus on traction competitors have as this can indicate proof of the need for your concept or solution. Use some of the resources below to identify who’s solving this problem and how well they’re solving it.