Using "How Might We" Questions to Innovate on the Right Problems

In the world of innovation, generating solutions begins by asking the right questions. One of the most effective techniques is using "How Might We" (HMW) questions to spark creative thinking while ensuring that your team stays focused on the core issues. Originally introduced by Procter & Gamble and popularized by IDEO, the "How Might We" framework helps innovators explore opportunities and solutions for the real problems they uncover during discovery or research phases.

At the end of your discovery process, it's essential to bring the team together and agree on key insights and challenges. These should form the basis of your HMW questions, which will help guide your ideation process and prevent the team from getting sidetracked by personal preferences or unrelated ideas. Crafting HMW questions frames the challenge in a way that fosters creativity and opens the door to multiple potential solutions.

Key Steps for Writing Effective "How Might We" Questions

1. Start with the Problems or Insights You've Uncovered
   Ground your HMW questions in the real problems or insights identified during your research. This ensures that the ideas generated will directly address the core issues.

2. Avoid Suggesting Solutions in Your HMW
   Keep the question open-ended to encourage diverse ideas. Suggesting a solution in the question will limit creativity and narrow the scope of responses.

3. Keep Your HMW Broad
   A broad HMW question allows for a wide range of ideas to surface. However, ensure it is still tied to the core issue you're addressing—too broad, and you may lose focus.

4. Focus on the Desired Outcome
   Direct your HMW question toward the end goal rather than a symptom of the problem. This helps to address the root cause rather than superficial challenges.

5. Phrase Your HMW Questions Positively
   Positive phrasing encourages creativity and focuses on what you want to achieve rather than what you want to prevent or avoid.

Examples of Effective HMW Questions

• Problem: Customers are unsure how to use our product's advanced features.
  HMW: How might we help customers quickly understand and use our product's advanced features?

• Problem: Employees feel disconnected in a remote work environment.
  HMW: How might we create a more connected and engaging work experience for remote employees?

• Problem: Customers are concerned about data privacy.
  HMW: How might we build trust and ensure customers feel their data is secure?

Tips for Success

• Write and Choose HMWs with Your Team
  Involve your team in crafting HMW questions. After generating several, use a checklist to select the most promising ones:

  • Is the question based on a real problem or insight?

  • Does it focus on a desired outcome?

  • Is it written in a positive, broad manner that encourages creativity?

  • Does it avoid suggesting a solution?

• Group Them by Theme

  Rearrange your HMWs, usually collected on Post-It notes, into broad thematic areas. As you do, a deeper image will emerge.

• Prioritize for Impact
  Once you've written multiple HMW questions, work as a team to prioritize them based on their potential impact on the project. Combine or refine questions where there is overlap, ensuring your focus stays clear and productive.

By using this structured approach to HMW questions, you set your team up for success, ensuring that your innovation efforts are solving the right problems and fostering creative solutions that can have a meaningful impact.

Reach out for more at innovation@growthinnovationstrategy.com.