Why a Problem Statement Is Important
A problem involves a person in the context of a specific predicament. The problem is the target, the raison d'être, for any solution and, by extension, solution designer/marketer.
A person experiencing a problem expresses it through an emotion. Describing the circumstances that are causing that emotion, in words a user would use however strong or subtle, provides a foundation of empathy through which to envision an ideal solution. It is important to not overlook the emotion because it creates personal resonance with the problem and with the solution being marketed.
From a marketing perspective, borrowing a concept from Pragmatic Marketing, a “market” is a group of people who share the same problem. Therefore, understanding and clearly defining the problem is the cornerstone of any solution to be created and/or marketed. This makes a highly refined problem statement all the more valuable.
Who needs a solution statement? Solution designers need to understand the context under which a problem occurs. The more empathy the designer has for the person experiencing the problem the better. Product managers need to know out of all the problem statements that exist, which ones are urgent and pervasive. That set represents the high potency candidate problems for which to design and market solutions.
How To Create a Problem Statement
Here is an effective way to create a statement that expresses an understanding of the context and the problem so that it informs and influences solution designers and architects.
A problem statement is a sentence or two that contains these descriptive elements:
Mad-Lib Style Templates
To help demonstrate what this might look like in the abstract, her are some templates:
Here are two examples of problems statements based on conversations I've or observations I've had in just the past day:
Best Practices and Pitfalls to Avoid
Problems Lead to Solutions
Not all problems have solutions. But every problem has a resolution that can be framed, conversationally speaking, in an ideal solution statement, Any marketing conversation naturally goes towards the solution.
Ideal Solution Statement
An ideal solution statement is an aspirational statement expressed in the language of the person experiencing the problem. It provides a target to aim for in terms of value delivered by a solution.
This typically describes an improvement in the quality of life of the person experiencing the problem who employs the solution. It describes the affect of the solution (what it does) without describing the solution (how it does it).
Who needs an ideal solution statement? This description is very useful target for a solutions designer. It influences product design as they develop candidate solutions that aspire to the expressed value. It provides a marketer with clarity of context and guidance to influence product positioning, persona development, user stories, messaging and other product management deliverables.
How To Create an Ideal Solution Statement
An ideal solution statement is a sentence or two that:
Here are ideal solution statements based on the aforementioned problem statements:
Best Practices and Pitfalls to Avoid
An ideal solution statement can easily feed into agile development practices in the form of a user story. User stories are used in agile application development solutions to as a means of creating backlog for product development.
The canonical form of a user story is: As a _____ I want ____ so that ____.
Here is how our example statements can be transformed into a user story that can be used by an agile development team:
In addition to user stories, the problem statement described herein offers a richer contextual insight for solution designers to understand how the problem is experienced by an envisioned solution user. The combination of a problem statement and an ideal solution statement creates the potential of designers really connecting with the problem and with an understanding of how to design a solution that resonates with the intended user.
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I help organizations design solutions collaboratively using agile design methods leveraging my vast experience in survey software solutions, enterprise architecture, business analysis, Pragmatic Marketing, user experience design and performing in musical ensembles.
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