---
title: Problem Aware vs. Problem Unaware
description: Both require education and taking a people-first approach.
image: https://www.tackgtm.com/hubfs/4O4A8381-X4.jpg
---

[![TACK logo](https://www.tackgtm.com/hs-fs/hubfs/logotype_navy_original_RGB-1.png?width=110&height=29&name=logotype_navy_original_RGB-1.png)](https://www.tackgtm.com)

- [COMMUNITY](https://www.tackgtm.com/product)
  
    - [THE GTM LIBRARY](https://thegtmlibrary.com/)
    - [MARKETING LEADERSHIP MASTERMIND](https://www.tackgtm.com/marketing-leadership-mastermind)
    - [MEMBER TESTIMONIALS](https://www.tackgtm.com/insider-testimonials)
- RESOURCES
  
    - [WHAT IS PEOPLE-FIRST GTM?](https://www.tackgtm.com/people-first-gtm-model)
    - [BLOG](https://www.tackgtm.com/blog)
    - [WEBINARS](https://www.tackgtm.com/webinars)
    - [PODCAST](https://www.tackgtm.com/gtm-news-desk)
    - [BOOKS & GUIDES](https://www.tackgtm.com/go-to-market-resources)
- SERVICES
  
    - [ON DEMAND GTM SERVICES](https://www.tackgtm.com/on-demand-gtm-services)
    - [PODCAST PRODUCTION](https://www.tackgtm.com/b2b-video-podcast-production)
    - [DEMO CENTERS](https://www.tackgtm.com/demo-centers)
    - [CUSTOMER STORIES](https://www.tackgtm.com/tack-gtm-testimonials)
- ABOUT
  
    - [MEET MARK](https://www.tackgtm.com/about-tack)
    - [MEET THE TEAM](https://www.tackgtm.com/meet-the-team)

[BOOK A MEETING](https://meetings.hubspot.com/kilens)

# Problem Aware vs. Problem Unaware

Both require education and taking a people-first approach.

[Mark Kilens](https://www.tackgtm.com/blog/author/mark-kilens)

 Nov 6, 2024

---

The question is how much do you invent in helping buyers become problem aware vs. targeting people who are already problem aware?

And how do you determine how much your serviceable market is one or the other?

Hard questions to answer. 

I like to think of problem aware as more of a traditional demand capture strategy. 

Versus problem unaware is more of a demand creation strategy. They're definitely not exclusive though. 

Both require education and taking a people-first approach using content, events, and free products to help the possible customer get to their first 'aha' moment. 

Talking to customers is important to helping you get a barometer reading on how much to invest in either strategy.  And how to invest. 

One way to think do it is by looking at the outcomes or results first. And then backing into the problem and how much pain they're feeling to achieving the desired outcome they need. 

How well do they understand the actual problems preventing them from achieving their goals. 

I don't have a silver bullet way to answer the question. Do you? I'd love to learn it if you do. 

## Similar posts

<https://www.tackgtm.com/blog/business-problems-vs.-buyer-problems>

### [Business Problems vs. Buyer Problems](https://www.tackgtm.com/blog/business-problems-vs.-buyer-problems)

Don't only focus on the problem of your buyers. Focus on the problems of their business too. 

 Mark Kilens  Apr 21, 2025

<https://www.tackgtm.com/blog/promise-problem-solution>

### [Promise > Problem > Solution](https://www.tackgtm.com/blog/promise-problem-solution)

Here's one of my favorite customer centric frameworks.

 Mark Kilens  Oct 24, 2024

<https://www.tackgtm.com/blog/problem-market-fit>

### [Problem Market Fit](https://www.tackgtm.com/blog/problem-market-fit)

You can boil problem market fit into three things...

 Mark Kilens  Feb 19, 2025

![TACK LOGO](https://www.tackgtm.com/hubfs/logotype_white_original_RGB%201.svg)

TACK GTM LLC  
PO Box 913  
Newburyport, MA 01950

### COMPANY

- [About Us](https://www.tackgtm.com/about-tack)
- [TACK Insider](https://www.tackinsider.com/)
- [On Demand GTM Services](https://www.tackgtm.com/b2b-marketing-services-tack-gtm)

### RESOURCES

- [People-first GTM Model](https://www.tackgtm.com/people-first-gtm-model)

Copyright © 2025 TACK GTM LLC All rights reserved.

[Powered by Atlas - a B2B SaaS HubSpot theme](https://www.kalungi.com/atlas-hubspot-theme-for-b2b-saas-software)

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Mark Kilens",
    "url" : "https://www.tackgtm.com/blog/author/mark-kilens"
  },
  "dateModified" : "2024-11-06T20:19:46.134Z",
  "datePublished" : "2024-11-06T20:19:46.000Z",
  "headline" : "Problem Aware vs. Problem Unaware",
  "image" : [ "https://www.tackgtm.com/hubfs/4O4A8381-X4.jpg" ],
  "mainEntityOfPage" : {
    "@id" : "https://www.tackgtm.com/blog/problem-aware-vs.-problem-unaware",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://www.tackgtm.com/hubfs/logotype_navy_original_RGB.jpg"
    },
    "name" : "TACK"
  }
}
```