Every Company Has a Problem They Are Pretending Isn’t a Problem. That’s the Problem to Go After.

Aim at that problem with the advertising you create.
The client will fight you. He wants a problem addressed that he thinks is not his fault or a weakness in his product.
The agency planners will fight you. They want the problem addressed that the client told them was the problem.
The sales managers will fight you. They have taught themselves that the words “sale” and “lowest price anywhere” must figure prominently in everything.
The audience will say (but not out loud) “finally”.