Kai Lenny

The problem is not the problem.

The problem is your attitude about the problem.

Source: Fred Pompermayer

Ogilvy1

The problem is not the problem.

The problem is your attitude about the problem.

Source: ogilvy.com

STW

The problem is not the problem.

The problem is your attitude about the problem.

Source: savethewaves.org

Riv

The problem is not the problem.

The problem is your attitude about the problem.

Source: rivian.com

Bez

The problem is not the problem.

The problem is your attitude about the problem.

Source: The Washington Post

Bianca

The problem is not the problem.

The problem is your attitude about the problem.

Source: Maria Fernanda

Steve Jobs

The problem is not the problem.

The problem is your attitude about the problem.

Source: Albert Watson

HANLI PRINSLOO

The problem is not the problem.

The problem is your attitude about the problem.

Source: iamwaterfoundation.org

KYLAN LUNDEEN

The problem is not the problem.

The problem is your attitude about the problem.

Source: Dace James

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

The problem is not the problem.

The problem is your attitude about the problem.

Source: tesla.com

Elvis

The problem is not the problem.

The problem is your attitude about the problem.

Source: Roger Marshutz

Birdseye

The problem is not the problem.

The problem is your attitude about the problem.

Source: Hulton Archive/Getty

America's Cup

The problem is not the problem.

The problem is your attitude about the problem.

Cooper

The problem is not the problem.

The problem is your attitude about the problem.

Source: britannica.com

Jeff Denholm

The problem is not the problem.

The problem is your attitude about the problem.

Source: Patrick Tehan

Craig Kelly

The problem is not the problem.

The problem is your attitude about the problem.

Source: redbull.com

Gary Vermeer

The problem is not the problem.

The problem is your attitude about the problem.

Source: Wikimedia Commons

Gary Fisher

The problem is not the problem.

The problem is your attitude about the problem.

Source: Christopher Michel

naomi allen-01

The problem is not the problem.

The problem is your attitude about the problem.

Source: Dace James

KELLY-SLATER-PLAYING-BIGGER

The problem is not the problem.

The problem is your attitude about the problem.

Source: Dace James

jj hero-01

The problem is not the problem.

The problem is your attitude about the problem.

Source: Dace James

Kai Lenny
Ogilvy1
STW
Riv
Bez
Bianca
Steve Jobs
HANLI PRINSLOO
KYLAN LUNDEEN
lightning-01
AL_HERO-01-01-1
Tesla
Elvis
Birdseye
America's Cup
Cooper
Jeff Denholm
Craig Kelly
Gary Vermeer
Gary Fisher
naomi allen-01
KELLY-SLATER-PLAYING-BIGGER
jj hero-01

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.

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