Fall in love with the problem, not the solution.” I was not familiar with this quote until I heard it from Ian Penn during the TCTAP conference in Seoul, Korea recently. He showed a slide of Uri Levine, founder of Waze, the traffic congestion app, who had the quote emblazoned on his t-shirt. The point was used to emphasize the importance of persistence and the mistake of falling in love with the first solution, which kills further thoughts about the problem. Innovation in interventional cardiology, as in any other discipline, depends on not losing sight of the problem because of what looks like a solution. This concept has been around a long time before Mr. Levine put it on his t-shirt. Einstein is alleged to have said, “If I have an hour to solve a problem, I will spend 55 minutes thinking about the problem and 5 minutes thinking about the solution.” Whether he said this or not, it holds true for our discipline.