Fall in Love with the Problem, Not the Solution

Fall in Love with the Problem, Not the Solution: A Handbook for Entrepreneurs is the essential guide from Uri Levine, the serial entrepreneur behind two billion-dollar unicorns—Waze and Moovit. This practical handbook reveals the proven strategies that enabled these companies to disrupt established markets and compete against industry giants.

Levine provides insider insights from building Waze, acquired by Google for $1.1 billion, and Moovit, purchased by Intel for $1 billion. The updated February 2025 edition adds a crucial chapter on Crisis Management – Survival Mode, emphasizing that resilience is essential in today’s startup landscape. Levine’s philosophy: “It is your responsibility to solve your problems, whether it is harder due to external reasons or not.”

The book covers the complete entrepreneurial journey through nine key areas: firing and hiring, disrupting broken markets, raising money, understanding users, reaching product-market fit, making scale-up decisions, going global, crisis management, and deciding when to sell.

Levine’s core philosophy centers on falling in love with problems, not solutions—preventing entrepreneurs from building products nobody wants. Instead, he teaches readers to identify genuine consumer pain points and disrupt inefficient markets.

This handbook functions as mentorship in book form, offering both inspiration and concrete strategies for transforming problems into profitable, scalable solutions that create genuine value for millions of users worldwide.