If you are trying to solve a problem that your customers emphatize with but are NOT actively looking to solve right now, does that indicate that maybe the problem is not that big after all?
Conventional wisdom will say that it is definitaly a possibility. But take a step back and consider another thing:
When a user is not actively looking for a solution to a big problem, it is not that the problem isn’t real. It could instead be that the user, in the absence of obvious solutions, have plain and simple given up for now. And that they are just waiting to discover your solution.
Problems tend to persist. Even if we have (momentarily) given up on solving them.