This document discusses understanding marketing problems from a communication perspective. It provides examples of how to transform marketing problems into communication problems by asking questions of affected people through collaboration. This reveals the actual reasons for current behaviors and identifies the desired behavior change. One example discussed alcoholism and how initial attempts to directly reduce consumption failed, but further questioning revealed the real problem was lack of awareness of actions while intoxicated, which was then demonstrated through video to successfully reduce drinking. The key is to understand the problem communication must address by engaging stakeholders.