Why Lasting Impact Comes from Solving Deep, Timeless Problems—Not Chasing Trends

Throughout the history of innovation and art, the things that last are almost always the solutions to problems that don’t go away. Books like 'What to Expect When You’re Expecting' remain in print decade after decade because people always need clear, compassionate guidance through the bewildering process of pregnancy. Simple tools like WD-40 continue to sell because, fundamentally, things keep getting stuck. Major brands—whether in food, entertainment, or technology—root their success in a core need that recurs across cultures and generations.

Behavioral economics refers to this as addressing 'perennial pain points.' When a product or creative work latches onto a need so fundamental that it outlasts any individual fad, it becomes deeply embedded in people’s lives. Conversely, businesses that chase momentary fashion or aim to ride transient trends often flame out. A clear example can be found in the waves of trendy tech gadgets designed for last year’s viral meme; few survive even a few seasons, let alone a decade.

By centering your work around a real, frequently occurring problem, you build not just emotional connection but also market resilience. Customers, readers, and users come back to what helps them manage universal human experiences—grief, learning, connection, health. Instead of asking 'What’s hot right now?', lasting creators ask, 'What do people still struggle with after all these years?' That’s the true foundation of enduring impact.

Take a few quiet minutes to map out the problems or struggles you see come up again and again—for yourself or in your community. Choose one that genuinely matters and dig in: what have others tried before, what did people love, and where has the need outlived the solution? Align your own project to meet this need head-on, and shape your message so people know exactly how you’ll help. This approach not only builds trust and reputation, but it puts you on the path to something lasting. Address the problem that won't go away.