Crafting High Impact Problem Statements

Every powerful innovation begins with a powerful problem statement.

Get the framing right and better ideas flow faster and stronger.

Get the framing wrong and you’ll spend months chasing weak, incremental, or irrelevant ideas.

After uncovering real customer struggles (ideally using Jobs To Be Done research),
the next critical move is crafting problem statements that unlock creativity and strategic focus.

Here’s how smart innovators frame problems that energize teams, unlock bolder thinking, and lead to bigger breakthroughs.

Step 1: Aim for Sharp, Not Vague

Most problem statements are either:

• Too broad: ("How do we innovate our customer experience?")
• Too narrow: ("How do we fix the payment button on page 5 of our app?")

Key Move:
Frame problems at the right altitude:

• Big enough to invite diverse ideas
• Specific enough to feel actionable

Sharp problem frames create focused, energetic idea sessions.

Step 2: Frame Problems Around Struggles, Not Features

Good problem statements focus on customer friction, not on internal wish lists.

Key Move:

• Instead of: "How do we build a new mobile app feature?"
• Frame: "How might we eliminate the frustration customers feel when trying to update their account details on mobile?"

Framing around struggles keeps ideation grounded in real needs.

Step 3: Use Dynamic, Open-Ended Language

Words matter.
Framing affects thinking.

Key Move:
Use dynamic prompts like:

• "How might we…" (invites possibility)
• "What if we could…" (sparks ambition)
• "In what ways could we…" (opens paths)

Avoid framing like:

• "Should we build…" (binary, limiting)
• "Can we do…" (implies doubt or constraint)

Open-ended framing stretches creative energy while keeping focus.

Step 4: Explore Both Friction and Aspiration

Most problem statements focus only on removing pain.
But aspiration creates just as much energy.

Key Move:
Frame dual-path questions:

• Friction-focused: "How might we eliminate the friction when customers try to onboard?"
• Aspiration-focused: "How might we make onboarding feel effortless and delightful?"

Great ideas often come from solving friction and fueling aspiration.  

Step 5: Generate Multiple Problem Frames Before Choosing

Don’t settle on the first way you frame a problem.

Key Move:

• After uncovering a customer struggle, generate at least 3–5 alternative framings:
• Vary scope (zoom in / zoom out)
• Shift emotional angles (fear ➔ hope)
• Reframe assumptions (remove existing constraints)

Multiple framings expose hidden angles and spark stronger idea generation.

A Final Thought

Better ideas don’t start with better brainstorms.

They start with better problem statements.

If you:

• Frame problems sharply, not vaguely
• Anchor problems in real customer struggles
• Use dynamic, open-ended language
• Explore friction and aspiration
• Generate multiple framings before deciding

…then you’ll consistently fuel ideation sessions that produce bolder, smarter, more impactful innovation ideas.

Because at the start of every great innovation journey

is a problem so well framed that better futures practically rush to meet it.

Coming Next in the Series:

How to Use Thought Prompts and Alternate Pathways to Unlock New Ideas
Learn how to break traditional brainstorming patterns and unlock new thinking through smarter, structured creativity prompts.

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