
The problem is not the problem.
The problem is your attitude about the problem.
Source: Fred Pompermayer

The problem is not the problem.
The problem is your attitude about the problem.
Source: ogilvy.com

The problem is not the problem.
The problem is your attitude about the problem.
Source: savethewaves.org

The problem is not the problem.
The problem is your attitude about the problem.
Source: rivian.com

The problem is not the problem.
The problem is your attitude about the problem.
Source: The Washington Post

The problem is not the problem.
The problem is your attitude about the problem.
Source: Maria Fernanda

The problem is not the problem.
The problem is your attitude about the problem.
Source: Albert Watson

The problem is not the problem.
The problem is your attitude about the problem.
Source: Dace James

The problem is not the problem.
The problem is your attitude about the problem.
Source: David Nelson

The problem is not the problem.
The problem is your attitude about the problem.
Source: Dace James

The problem is not the problem.
The problem is your attitude about the problem.
Source: tesla.com

The problem is not the problem.
The problem is your attitude about the problem.
Source: Roger Marshutz

The problem is not the problem.
The problem is your attitude about the problem.
Source: Hulton Archive/Getty

The problem is not the problem.
The problem is your attitude about the problem.

The problem is not the problem.
The problem is your attitude about the problem.
Source: britannica.com

The problem is not the problem.
The problem is your attitude about the problem.
Source: Patrick Tehan

The problem is not the problem.
The problem is your attitude about the problem.
Source: redbull.com

The problem is not the problem.
The problem is your attitude about the problem.
Source: Wikimedia Commons

The problem is not the problem.
The problem is your attitude about the problem.
Source: Christopher Michel

The problem is not the problem.
The problem is your attitude about the problem.
Source: Dace James

The problem is not the problem.
The problem is your attitude about the problem.
Source: Dace James

The problem is not the problem.
The problem is your attitude about the problem.
Source: Dace James






















“Kai Lenny has been called the ultimate waterman. He surfs, paddles, standup paddles, windsurfs, kiteboards and rides foils. Kai started foiling on days when the surf was un-ridable; either because it was too small, too big or too crappy. He has pushed the new category of foiling well beyond any previous limits.” - Play Bigger
"Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine." - David Ogilvy
“Save The Waves’ vision is a world where waves and coastlines are cherished and protected, and surfing provides a proactive vehicle for long-term coastal conservation.” - Nik Strong-Cvetich, Executive Director
"It was frustrating knowing the things I loved were simultaneously the things that were making the air dirtier and causing all sorts of issues, everything from geopolitical conflict to smog to climate change.” - RJ Scaringe, CEO Rivian
"We need to build a place where people can come to find and discover anything they might want to buy online." - Jeff Bezos
“It’s hard to compete in big wave events when the events are only for men. So, I became an activist for inclusion and created a whole new class of big wave surfing events for women.” - Bianca Valenti, Women’s Big Wave Surfer
“You just can’t ask customers what they want… by the time you get it built, they’ll want something new” - Steve Jobs
“Turn customers into fanatics. Products into obsessions. Employees into ambassadors. Brands into religions.” - Kylan Lundeen/Qualtrics XM
"Thunder is good. Thunder is impressive. But it is lightning that does all the work." - Mark Twain
“How big can category design get?” Al Ramadan is a technologist, a marketer and Category Champ. He’s also a mentor, father, outdoorsman and passionate surfer. He is a product guy with unique and highly sought-after marketing expertise.
"Within 30 years the majority of new cars made in the United States will be electric. I don’t mean hybrid, I mean fully electric." - Elon Musk
“I’m not trying to be sexy. It’s just my way of expressing myself when I move around.” - Elvis Presley
“If you don’t live near a farm in the 1920s you can’t get fresh vegetables and your only choice is eating out of can.” - Clarence Birdseye
“Turns out sailing in the water is slow and that’s a problem when you are competing against the fastest in the world. So, we designed a new category of racing yacht which sailed above it.” - Team Oracle/Americas Cup
Widely regarded as the father of the cellular phone, Martin Cooper is the American engineer who led a team in 1972 that built the first mobile cell phone and made the first cell phone call.
“Losing part of your arm in a merchant shipping accident is a real problem when your passion is riding big waves, so I invented a new category of carbon fiber prosthetics. Now I can paddle as fast as anyone.” - Jeff Denholm
Craig shocked the snowboard industry by walking away from multimillion-dollar deals at the height of the snowboard craze to pursue his passion for the "free riding” category. Which, at the time an unheard of strategy for a pro snowboarder. It was in the mountains where Craig felt the happiest.
“In 1971, a personal friend confessed that he intended to sell his cow-calf business due to the hassles of baling hay and finding dependable hired hands to help put it up. The next morning, with help from product engineers, we chalked the initial design of the original ‘One-Man Hay System” - Gary Vermeer
Thank you, Gary for pioneering the mountain bike category!
“The lead sled dog always rotates through the pack, giving another dog a chance, allowing the frontrunner to take a break. If you train and delegate more to your leadership team, they can take over and allow you to get the rest and power you will need to pull off a lightning strike.”- Naomi Allen, Applied Health Signals with Livongo
Kelly Slater // Wave Builder, The Surf Ranch
“It’s time to eliminate the ‘ing’ from your Chief Marketing Officer title. As a Chief MARKET Officer your scope and importance to an executive team is instantly broadened.” - Jennifer Johnson, Chief Market Officer, Tenable
Category Design
True genius sees new problems no one thought they had. Or old problems everyone believed couldn’t be cracked.
Without a great problem there is no solution. Without a great problem, there is no company. And, most importantly, without a great problem, there is no category.
We are looking for the pirates, dreamers and innovators who live to solve great problems in new and astonishing ways.
They are like Les Paul, who had to make guitars louder by making them electric. Or Steve Jobs, who had to make a phone no one knew they needed. Or Elon Musk, who had to show the world cars don’t have to run on gas.
These are the troublemakers, the rebels, the black swans. They see things differently and have no respect for the status quo. They change the way we do things and push the human race forward.
They abide by the credo of Captain Jack Sparrow:
“The problem is not the problem. The problem is your attitude about the problem.”
To us, such people are legendary. They are just crazy enough to spot a new problem, build a product to solve it, create a world-changing company, and dominate a new category.
These are the people who Play Bigger. And we’re here to help.