Using Problem Statements to Drive Discovery
The Power of Problem Statements in Innovation
In the early stages of innovation, it can be challenging to maintain focus and direction. Without a clear understanding of the problem you are trying to solve, innovation efforts can become unfocused, causing frustration among teams and stakeholders. In some cases, teams may even jump straight into solutions without fully exploring the problem itself.
To avoid this, innovators must first define and frame the problem clearly. This is where problem statements come in. A well-crafted problem statement helps ensure your discovery efforts are aligned and goal-oriented, providing the foundation for successful innovation.
What is a Problem Statement?
A problem statement is a concise description of the issue that needs to be addressed. It serves as a scoping tool, helping your team stay focused on the core problem throughout the discovery process. Additionally, it acts as a communication tool that can rally stakeholders around the problem and ensure alignment on why it is important to solve.
Example Problem Statements:
"Users of our app frequently export content rather than sharing it through our platform, which reduces brand visibility and conversion rates."
"Sales teams spend excessive time manually planning which leads to visit, leaving less time for customer interactions and hindering revenue growth."
"Our customer service team struggles to answer inquiries due to a lack of access to real-time case information, leading to frustrated customers and increased support costs."
A good problem statement sets clear boundaries for what will be explored in the discovery process and communicates why solving the problem is critical for the business.
How to Write a Problem Statement
A problem statement should answer three key questions:
What is the problem?
Clearly define the issue that is preventing progress or causing inefficiencies. This might involve technology limitations, process bottlenecks, or even behavioral factors among users or employees.Who is affected by the problem?
Identify the key stakeholders impacted by the problem, whether they are customers, internal teams, or other business units. Understanding who is affected helps frame the problem's urgency and importance.Why is solving this problem important?
Explain the potential consequences of not solving the problem. This could include financial losses, reputational damage, or missed opportunities. If possible, quantify the impact to provide a clear business case for addressing the issue.
Gathering Facts with the 5 Ws:
To ensure your problem statement is comprehensive, use the 5 Ws framework:
Who is affected by the problem?
What exactly is the problem?
Where does this problem occur?
When does it arise?
Why does it matter to solve this problem?
By answering these questions, you can structure your problem statement to give clarity on what your discovery process will focus on.
Best Practices for Writing Effective Problem Statements
Avoid listing unrelated problems. Focus on one core issue. While the problem may have multiple contributing factors, ensure that they all relate to the central challenge.
Is / Is-Not. As silly as it sounds, creating an Is / Is-Not table can be a powerful way to clearly illustrate and align around the problem you’re solving.
Leave solutions out of the statement. At the discovery phase, your goal is to explore the problem fully, not to prematurely jump to solutions. This keeps the focus on understanding the root cause.
Keep it brief. A good problem statement should be concise—ideally a few sentences. This helps communicate the issue quickly and ensures everyone is on the same page about the scope of the discovery.
An "Is / Is Not" table.
Problem Statements Aren’t Always Negative
While many problem statements focus on fixing issues, they can also be framed around opportunities for improvement. In these cases, the problem statement becomes an opportunity statement.
Example Opportunity Statement:
"The current process of purchasing a home involves many offline tasks, slowing down sales. There’s an opportunity to streamline the process through digital tools, improving customer satisfaction and speeding up transactions."
Framing your problem statement as an opportunity helps focus on where the business can grow, innovate, or improve existing processes, products, or services.
How to Use Problem Statements in Discovery
Once your problem statement is defined, it should guide your discovery work. For example, if the problem statement is about streamlining the home-buying process, your discovery might focus on questions like:
What steps in the home-buying process do customers find slow or frustrating?
Which tasks can be digitized to speed up the process?
What does the current customer journey look like?
Throughout your discovery, you can revisit and refine the problem statement, particularly as new information comes to light. You may uncover new root causes or understand the problem’s financial impact better. Updating the problem statement ensures it remains aligned with the goals of your research.
Conclusion: Problem Statements as the Foundation for Innovation
A well-crafted problem statement is essential for any successful innovation project. It clarifies what needs to be solved, aligns your team, and keeps the discovery process focused. Whether you’re solving a problem or capitalizing on an opportunity, using a problem statement from the start can help guide your innovation efforts toward a meaningful and impactful solution.
By ensuring your problem statement is clear, concise, and focused, you create a strong foundation for structured discovery and, ultimately, successful innovation.
Reach out for more at innovation@growthinnovationstrategy.com.
