Correctly framing a problem goes a long way toward solving it. Things seen in one light are solutions, while in another light become problems. For example, taking six days to get from Vancouver to Anchorage is a problem—unless it’s on a cruise ships and then it’s better to add stops. People now pay extra for the longer journey. Like me in 2015, hoping Denali peaks through the clouds.
Minimalism has a branding problem. People perceive minimalism as *get rid of your stuff*. However the value is not so much downsizing as prioritizing.
This same confusion is part of the FIRE movement. Participants choose to live with a large delta between what they earn and what they spend because they have a reasonably high earn and a relatively low spend. As a non-FIRE but equally thrifty friend told me, “I like the simple life.” Less consumption is not less life.
This obstacle exists in businesses too. If there’s a gap between what you think your business does, and what your potential customers think, then your business suffers. The world will not beat a path to your door.
In a good interview about her book, April Dunford speaks about the importance of product positioning. Dunford has a JTBD ethos. “A lot of times when your customer is a business and you ask them what they would do, they say they would use word or excel or hire an intern.” There’s a lot of non-consumption. There’s a lot of informing, which doesn’t work.
Instead, think of how your customer views your business. Think about how things that look odd (FIRE) make sense and consider why.
The Waiter's Pad 
I did not know that you published a book. Congratulations.
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It’s a handful of ideas from an economics professor I admire. Good brain food while you enjoy a bowl of raisin bran.
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