Ko Lefcho's framing: most companies have a 'haunting problem' — an issue that has persisted for years and that different teams have unsuccessfully attempted to fix. Often technical on the surface (e.g. incorrect invoices requiring three-month rerun cycles) but rooted in organizational/people dynamics, which is why strong technical teams alone can't crack it. A PM is not always the right owner either — these problems have a severe technical aspect but are internal rather than product-new.