Customers should already know they have the problem you think they have, and be attempting to solve it. If they don't know they have the problem, this suggests that you're a) going to have to engage in a very ambitious marketing campaign to suggest to them that a portion of the life they are living is, in fact, wrong or, more likely, b) you're delusional.
— 📰 Validating Product Ideas Before Building Them, although I'm quite sure it's also covered in ❐ The Four Steps to the Epiphany (?) and other such sources