Define the Problem
Define the problem before choosing a solution. State what is happening, test possible causes, agree on the question to investigate, and identify measures that would show whether the situation improves.
THE IDEA
Step 1. Define the Problem
Defining the problem may seem an obvious place to start solving it, but it’s surprising how many people ignore this step or give it short shrift. Distinguish the observed symptoms from possible causes. A proposed cause needs investigation before it becomes the basis of a solution.
How the problem is defined shapes which solutions the team considers. Everyone involved, from the head of marketing to the marketing assistants, must agree on what the problem is. Writing the problem as a question gives a small group a specific issue to discuss.
An initial statement might be, “People don’t know our company, so they’re not comfortable buying from us” or
“Our clients don’t believe what our sales team promises. How do we get that trust back?”
Before assigning the problem to marketing, ask whether it also involves the product, pricing, delivery, or another part of the business.
In step one, you also need to identify the one or two metrics related to the problem. Are sales down? If so, by how much?
Do you have a client retention issue? OK, how big is the problem? If the answer to such questions isn’t clear, then you don’t really have a clearly defined problem.
When to use it
A company facing declining sales uses this step to determine whether the issue is market awareness, product quality, or pricing.
A team struggling with employee turnover frames the problem as a question about culture and retention metrics rather than assuming it's a hiring issue.
An educator examining low engagement asks what students find difficult or irrelevant before deciding how to change lessons.
FROM THEORY TO EVERYDAY LIFE
In practice
Brand Awareness Problem
A team suspects that low awareness is reducing sales. It checks whether potential customers recognize the company and what prevents them from buying before choosing a marketing response.
Trust Recovery Problem
Asking 'Our clients don’t believe what our sales team promises. How do we get that trust back?' focuses the team on rebuilding credibility rather than just increasing sales pitches.
A MOMENT TO REFLECT
Put it to work.
Which one or two key metrics would tell you whether the problem is resolved?
Which parts of your problem statement are observations, and which are assumptions about the cause?
What would happen if you defined this problem purely as a marketing problem instead of a business problem?
Often confused with
CONTINUE THE CONVERSATION
Source texts
- Thinking in Systems and Mental Models Think Like a Super Thinker (Dawson, Marcus P)