Problems are like locked doors - to find solutions, you need the right key. Reframing problems provides that key, opening up new possibilities and revealing innovative solutions.

The Theory of Reframing:

Reframing is the process of taking a problem and looking at it from a different perspective or angle. This shifts the problem statement and allows for more creative solutions. Effective reframing often comes from deeply understanding the real-world context and getting to the root of what would be valuable to users. Rather than making assumptions, it involves embedding yourself in the environment and observing firsthand. Reframing revolves around asking "What would be good?" instead of "Why is this happening?" to uncover the actual need. Ultimately, it enables you to see what others have missed and develop breakthrough innovations.

The Power of Reframing in Action:

  • In the 1950s, the shipping industry was struggling with rising costs and delivery times. After observing operations at the dock, a truck driver realized the issue wasn't crossing the ocean faster – it was the time ships sat idle at ports. This led to the invention of containerization, completely transforming global shipping.
  • When trying to reduce patient discharge times, a hospital focused on getting patients out earlier each day. After asking "What would be good?" multiple times, the core need emerged: decreasing time to next treatment. This reframing revealed solutions like discharging patients to non-hospital settings.
  • Gillette originally aimed to make sharper blades per customer feedback. By repeatedly asking "What would be good?" they uncovered the real desire - hair growing back slower. This led them to develop new technologies like electrolysis.
  • Efforts to solve anemia and iodine deficiency focused on changing diets and taking supplements. Reframing revealed the need was getting iron and iodine into bodies. This led to innovations like iron fish and iodine bindis that required no behavior change.

Key Points:

  • Reframing shifts the problem statement to open up more innovative solutions.
  • Immersing yourself in the real-world context helps reveal the true underlying need.
  • Asking "What would be good?" instead of "Why?" moves past assumptions to the core desire.
  • Reframing allows you to see solutions others have missed, leading to breakthrough innovations.
  • Even experts can benefit from reframing problems to uncover game-changing new approaches.

Reframing as a Question

One simple yet powerful way to reframe a problem is turning it into a question. This pushes you to get to the heart of the issue and better understand the need.

For example, Hertz focused on speeding up rental car lines. By reframing as "How can we get customers into cars faster?", they developed Hertz Gold for expedited pickup.

Doctors looked to implement online appointment scheduling. Reframing to "How can we improve patient access to care?" revealed the core unmet need and pointed to other solutions like extended hours.

A hospital aimed to discharge patients earlier. Reframing as "How can we reduce time to next treatment?" showed that discharging location didn't matter as much as treatment gaps.

Asking focused questions like "How can we?" or "What is the ideal...?" opens up possibilities rather than locking you into narrow thinking. The act of articulating the problem as a question forces clarity while allowing room for creativity. It also helps ensure you fully understand the customer's perspective and desired outcome. Reframing problems in this way can unlock breakthrough innovations.

Process for Reframing Problems as Questions

  1. State the problem as it is currently framed.
  2. Ask "What is the ideal outcome?"
    • Drill down on what would be valuable to the user.
  3. Turn the ideal outcome into a "How can we" or "What is the ideal way to" question.
    • Make it an open-ended question focused on the user's goal.
  4. Reflect on how the question provides a different perspective on the problem.
  5. Brainstorm innovative solutions to the reframed question.
    • Think broadly without constraints.
  6. Test solutions with users to ensure they address the underlying need.
  7. Iterate based on feedback to further refine the solutions.

This simple process of rearticulating the issue as a "How can we" question forces a different viewpoint. By starting with the ideal user outcome, it keeps the focus on true needs rather than assumed issues. The open-ended question provides space for creativity. Reframing in this way allows fresh innovative thinking to emerge.

The Importance of Problem Framing

Problem framing refers to how the issue is articulated and the lens used to view it. The specific problem statement drives the search for solutions.

Framing a problem narrowly or incorrectly can hinder innovation. It constrains thinking to limited answers. For example, Hertz focused on slow rental car lines. This led to small improvements around speed rather than a breakthrough reimagining.

Proper framing identifies the real user need. The hospital aimed to discharge patients earlier. By reframing around reducing time to next treatment, more impactful solutions emerged.

Poor framing also risks solving the wrong problem. Doctors wanted online appointment scheduling. Reframing revealed this didn't address limited access - the real issue.

With accurate framing, creative solutions become obvious. The need was getting babies to stable temperatures. Seeing this led to embraced baby warmers rather than expensive, electricity-driven incubators.

Reframing shifts perspective to uncover the ideal outcome. Rather than make blades sharper, Gillette reframed to keep hair at bay longer, inspiring products like electrolysis.

Thoughtful framing of the problem sets the stage for innovation. It enables you to see the opportunity others have missed.