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STW

The problem is not the problem.

The problem is your attitude about the problem.

Source: savethewaves.org

Ogilvy1

The problem is not the problem.

The problem is your attitude about the problem.

Source: ogilvy.com

RIVIAN_HERO-01

The problem is not the problem.

The problem is your attitude about the problem.

Source: rivian.com

KYLAN LUNDEEN

The problem is not the problem.

The problem is your attitude about the problem.

Source: Dace James

Bez

The problem is not the problem.

The problem is your attitude about the problem.

Source: The Washington Post

Steve Jobs

The problem is not the problem.

The problem is your attitude about the problem.

Source: Albert Watson

lightning-01

The problem is not the problem.

The problem is your attitude about the problem.

Source: David Nelson

AL_HERO-01-01-1

The problem is not the problem.

The problem is your attitude about the problem.

Source: Dace James

tesla hero-01

The problem is not the problem.

The problem is your attitude about the problem.

Source: tesla.com

jj hero-01

The problem is not the problem.

The problem is your attitude about the problem.

Source: Dace James

Gary Vermeer

The problem is not the problem.

The problem is your attitude about the problem.

Source: Wikimedia Commons

Bianca

The problem is not the problem.

The problem is your attitude about the problem.

Source: Maria Fernanda

Gary Fisher

The problem is not the problem.

The problem is your attitude about the problem.

Source: Christopher Michel, flickr.com

naomi allen-01

The problem is not the problem.

The problem is your attitude about the problem.

Source: Dace James

R_Home_banner_Americas_Cup

The problem is not the problem.

The problem is your attitude about the problem.

Source: Sam Greenfield / Oracle Team USA sailracing.com

KELLY SLATER PLAYING BIGGER-min

The problem is not the problem.

The problem is your attitude about the problem.

Source: Dace James

STW
Ogilvy1
RIVIAN_HERO-01
KYLAN LUNDEEN
Bez
Steve Jobs
lightning-01
AL_HERO-01-01-1
tesla hero-01
jj hero-01
Gary Vermeer
Bianca
Gary Fisher
naomi allen-01
R_Home_banner_Americas_Cup
KELLY SLATER PLAYING BIGGER-min

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.