Refine the Solution (Pressure Testing)
Pressure-test a proposed solution by examining weaknesses and asking the people who would implement it for candid feedback. Use the answers to revise assumptions about cost, support, and feasibility.
THE IDEA
Step 5. Refine the Solution
Once you have a potential solution, examine whether it is viable. Pressure-test the solution to understand any weaknesses. Try to poke as many holes as possible in the idea, even kill it. For example, if your solution involves purchasing $500,000 in media, is your company likely to approve that spending? If you need the sales force to have upgraded marketing technology, would the company invest in it? If the idea continues to stand up to your pressure-testing, then you know you’re on to something.
When you think a solution is sound, provide the context of the problem and share the solution with your team members and the heads of groups that would be involved in implementing it, saying that this is one of the ideas you’re thinking about. Don’t expect them to immediately say, “Yes, that’s a great solution” – which isn’t what you want anyway. You want them to ask questions and poke holes in the idea. Their feedback can identify implementation problems you have missed.
How you present the solution can affect the feedback. Explain what is unresolved and make it clear that criticism is welcome; you need not pretend to dislike an idea you favor. To get honest feedback, I say, “I think I may have a solution, but it doesn’t feel right. Would you let me know what’s wrong?” Phrasing it this way gives others permission to disagree with the idea. Creating a comfortable environment in which people don’t feel pressured to respond in any particular way is the key to refining the solution.
When to use it
When proposing a large marketing campaign, use this step to test if the budget will be approved.
When suggesting new technology for the sales force, test if the company is willing to invest.
When proposing a solution to a complex problem, explain the assumptions you want colleagues to challenge and invite specific objections.
FROM THEORY TO EVERYDAY LIFE
In practice
Checking Budget Approval
If your solution involves purchasing $500,000 in media, pressure-test whether your company is likely to approve that spending.
Assessing Organizational Support
If your solution requires the sales force to have upgraded marketing technology, pressure-test whether the company would invest in it.
A MOMENT TO REFLECT
Put it to work.
What potential weaknesses can you identify in your solution?
How can you present your idea to encourage honest feedback from stakeholders?
What would you consider a successful pressure test?
CONTINUE THE CONVERSATION
Source texts
- Thinking in Systems and Mental Models Think Like a Super Thinker (Dawson, Marcus P)