There are problems that customers and users of products have, and then there are problems that they care about.
At the front end, one of the problems that customers and users of products care about is that the new front end is tasteless.
In episode seven of Intercom on Product, Des Traynor and Paul Adams discuss 6 key ingredients for product strategy and aligning this with company strategy. Click here to read the Michael Porter paper, What Is Strategymentioned in the episode.