When the Carthaginian General Hannibal Barca was crossing the Alps to launch a surprise attack on Rome, his path was cut off by an enormous landslide. Instead of turning back, he had his troops pile wood around the large boulders and then set them ablaze. Once the boulders were red-hot, Hannibal asked his men to dowse them in vinegar. This rapid heating and then sudden cooling caused the rocks to crack, making them much easier to clear.

This brilliant maneuver not only earned him respect from his team but reinvigorated them for the journey ahead. They were, in many ways, stronger after the unfortunate setback. There was a study done years ago that found customers who had a problem that was resolved rated their satisfaction with a brand higher than customers who had no problem at all. Problems aren’t problems. They’re opportunities to build trust, win loyalty and flex your creativity.