Firstly, ad agencies are used to create “ideas that tell” stories on behalf of their clients. Meanwhile, UX-centric start-ups or digital foundries create “ideas that do”, or more precisely, “ideas that enable people do things” (read more about “ideas that tell” vs. “ideas that do” here).
When an agency planners asks, “What’s the problem we’re trying to solve?” she is referring to a brand’s business problems (while the mediocre agency people ask “What do the clients want?”). But when a UX designer in start-ups or digital foundries asks, “What’s the problem we’re trying to solve?” he is referring to users or people.
Secondly, the consequence of creating “ideas that tell” is, agency people have been focusing on storytelling (and the good ones on emotional storytelling) that usually takes place by interrupting people. Meanwhile start-ups and digital foundries think about utility that is provided to people who opt-in to use the apps or sites.