GPS Marketers works with a company that developed a showerhead that did two things: (1) reduced water usage by half and (2) helped heat up the water instantly so water wasn't wasted while the user waited for it to get warm. During the development of the product concept, GPS identified the problem that the showerhead would solve, which was excess water usage. Why was it important for this first step to be taken when developing a concept? Even though the showerhead may have seemed like a great idea, it would not worth pursuing if it didn't solve a real problem. Making sure that the problem was identified helped establish rapport with everyone working on the project, which is often more important to a company than marketing results. Identifying the problem of excess water usage helped the marketing firm learn more about the company's values. Clarifying the problem of excess water usage helped the company plan the next step, which is to develop a prototype of the showerhead