Dear Idea Guy,

We know defining the right problem is essential to designing a successful solution. How do we know we’ve identified the true root problem, rather than symptoms?

-Stuck in Symptomland

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Dear Stuck,

You’re asking a question that most teams should be asking—but rarely do. Spotting symptoms is easy: sales are flat, turnover is high, projects stall. But diagnosing the root cause? That’s the real work of innovation.

Think of symptoms as signals. They tell you something’s wrong, but not what’s wrong. And if you treat the signal, not the source, you’re likely to end up back where you started—or worse, in deeper trouble.

So, how do you find the real problem?

Here’s a process I use with leadership teams across industries:

• List all the pain points. What’s frustrating your team, customers, or partners? Get specific—so everything doesn’t collapse into just “one thing.”
• Ask “Why?” at least five times. This technique—literally called the Five Whys—helps you move past surface-level symptoms and closer to root causes.
• Look for patterns. Are multiple symptoms pointing to a single breakdown, like poor communication, outdated tools, or misaligned incentives?
• Frame the root problem. Use plain language. If you can’t explain it to a colleague in one sentence, you’re not there yet.
• When you think you’ve finally figured it out, ask: If we solve this problem, will the symptoms go away?

These questions often unlock a deeper conversation—and more importantly, the right starting point for action.

Innovation doesn’t come from solving the most problems—it comes from solving the right one.

— Kevin Popovic, The Idea Guy®

Read this column on San Diego Business Journal.

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WHAT’S YOUR PROBLEM? is a weekly column by Kevin Popovic, The Idea Guy®—a trusted advisor to CEOs and leaders across industries. Each edition answers real-world business challenges with clear, creative insights you can use to think differently and lead confidently.

Got a problem worth solving? Send your question to WYP@TheIdeaGuy.us – it could be featured in an upcoming column.