Framing the Right Problem to Solve

Every successful innovation journey starts with a clear understanding of the challenge. The IDENTIFY stage is where the foundation of the Innovation Funnel is built. By defining the right problem to solve, teams can ensure their efforts are focused, strategic, and aligned with overarching goals. This stage sets the tone for everything that follows, making it arguably the most critical part of the process.

This phase goes beyond merely identifying issues. It requires participants to delve into the nuances of their challenges, question assumptions, and seek clarity on root causes rather than symptoms. Without a strong start, even the best ideas risk being irrelevant or misaligned with organizational needs. The IDENTIFY stage ensures that the team’s collective energy addresses what truly matters.

The Purpose of IDENTIFY

The primary purpose of this stage is to articulate a clear, actionable problem statement. Ambiguity in the early stages can lead to misaligned efforts and wasted resources later in the process. By dedicating time to frame the challenge correctly, teams set themselves up for success in the subsequent stages of the Innovation Funnel. The IDENTIFY phase:

• Helps focus team energy on the right challenges. Even the most creative solutions may fail to address the core issue without clarity.
• Establishes a shared understanding of the problem among all participants, ensuring alignment and collaboration.
• Provides a well-defined direction that guides the efforts of later stages, such as brainstorming, prototyping, and validation.

Additionally, this phase creates an opportunity to engage stakeholders early in the process. By including diverse perspectives, the team gains a more holistic view of the problem, which increases the likelihood of developing impactful solutions.

Activities in the IDENTIFY Stage

The IDENTIFY stage involves structured activities that encourage participants to uncover and refine the core issue. These activities not only promote clarity but also foster collaboration and shared ownership of the challenge. Common activities include:

• Stakeholder Interviews: Speaking with key individuals to understand their perspectives, concerns, and priorities. These interviews provide valuable context and help surface underlying issues that might otherwise be overlooked.
• Preliminary Research: Reviewing relevant data, historical trends, and existing reports to establish a foundation of knowledge. This research helps validate assumptions and identify patterns or inconsistencies that need further exploration.
• Facilitated Workshops: Collaborative sessions where participants engage in exercises designed to frame challenges as opportunities.

These workshops often use tools like mind maps, root cause analysis, or empathy maps to gain deeper insights.
These activities are designed to ensure that the problem statement is not only accurate but also actionable. By involving a mix of data-driven insights and human experiences, teams can confidently move forward with clarity and purpose.

Crafting a Problem Statement

A strong problem statement is the cornerstone of the IDENTIFY stage. It provides focus and direction for the team, serving as a guidepost for all subsequent activities. The “How Might We” (HMW) framework is particularly effective for crafting these statements, as it encourages actionable and innovative thinking.

For example, instead of asking, “Why do we have low customer retention?”, reframe it as: “How might we enhance customer experiences to improve retention?”

This shift in language transforms the problem into an opportunity for exploration and innovation. When crafting HMW statements, consider these guiding principles:

• Highlight the Root Cause: Ensure the statement addresses the underlying issue rather than symptoms.
• Avoid Bias: Frame the question in a way that does not presuppose a solution.
• Promote Creativity: Use language that inspires exploration and out-of-the-box ideas.

Teams should take the time to iterate on their HMW statements, refining them to ensure they are relevant, actionable, and aligned with broader objectives. Revisiting and revising these statements during the IDENTIFY stage helps maintain clarity and focus as the process progresses.

Key Deliverables

At the conclusion of the IDENTIFY stage, participants should have several tangible outputs that set the stage for the rest of the Innovation Funnel. These include:

• A Clearly Articulated Problem Statement: This serves as the foundation for all subsequent stages.
• Supporting Data and Insights: Evidence that validates the problem and provides context for its significance.
• Team Alignment: A shared understanding and agreement on the challenge to address.

These deliverables act as a roadmap, ensuring that the team’s efforts remain focused and cohesive as they progress through the funnel.

Tips for Success in IDENTIFY

To make the most of the IDENTIFY stage, participants should approach the process with intention and an open mind. Consider these tips:

1. Engage Stakeholders Early: Include a diverse range of voices to ensure the problem is viewed from multiple angles. Different perspectives can reveal insights that might otherwise be missed.
2. Ask Questions Without Assumptions: Approach interviews and discussions with curiosity, avoiding preconceived notions about the problem or its causes.
3. Be Specific: Broad or vague problem statements can lead to scattered efforts. Focus on defining a challenge that is both meaningful and manageable.
4. Validate Your Problem Statement: Use data to confirm that the problem is real and significant. Validation builds confidence and ensures alignment among participants.
5. Collaborate Openly: Create an environment where all participants feel comfortable sharing their thoughts and ideas. Collaboration is key to uncovering the best insights.

What to Expect Moving Forward

With a clearly defined problem statement, your team is ready to transition into the LEARN stage. In this next phase, you will dive deeper into the problem space, gather insights, and build a solid foundation for innovative solutions

If you have questions or need support as you work through the IDENTIFY stage, feel free to contact us. We’re here to help you succeed at every step of the Innovation Funnel.