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FOCUS Framework and its principles are designed to bring clarity and structure to innovation, making it easier for any business to navigate change and achieve success.
Frame the challenge before tackling the problem
Framing the Challenge: Defining Goals and Setting the Path for Success
When it comes to achieving successful outcomes, a clear start is essential. framing the Challenge is the first step in the FOCUS framework, and it’s all about defining your goals and setting a clear direction.
13.11.2024
Alfa Sverdrup Sommersol
Before tackling any project or initiative, framing helps ensure that everyone understands what they’re working toward and why. This article explores how framing the challenge sets the foundation for success by clearly identifying the purpose, defining the outcome, and ensuring your efforts have a meaningful impact.
The Importance of Starting with Clarity
Starting a project without a well-defined challenge is like setting off on a journey without a map. When we don’t know exactly what we’re trying to achieve, it’s easy to get off track, waste resources, or end up with results that don’t solve the core issue. Framing is the crucial first step in any project, guiding all subsequent decisions. It defines the purpose and keeps everyone aligned and focused on the end goal. When framed correctly, a challenge provides a sense of direction, making it easier to measure success and adjust along the way.
Understanding "Framing"
Framing is the process of clearly articulating the "what" and "why" behind your project or need for change. It involves setting a clear and concise definition of the challenge at hand and identifying what success will look like. When done well, framing allows your team to share a unified understanding of the task and makes it easier to stay on course.
Think of framing as a foundation on which all other work is built. With a well-framed challenge, your team will know exactly what they are trying to achieve and how their work contributes to that goal.
Key Components of Framing
1. Define the Desired Outcome
The first step in framing is to clearly define what success will look like. Having a specific outcome gives the team something concrete to aim for. Ask yourself, What do we want to accomplish by the end of this project? and How will we know if we’ve succeeded?
Example: Instead of setting a vague goal like “Improve customer satisfaction,” define it as “Increase our customer satisfaction score by 15% over the next six months.” Clear outcomes like these help everyone understand what they’re working towards.
2. Identify Root Problems, Not Symptoms
Often, projects start in response to a visible problem, like poor sales or negative feedback. But jumping straight to solutions without addressing the root cause can lead to short-term fixes rather than meaningful change. By digging deeper, you can uncover the core issues that need attention.
Technique - The 5 Whys: The “5 Whys” is a simple yet effective technique to identify the root cause of a problem. You begin by stating the initial issue and then ask “Why?” repeatedly—usually about five times—until you reach the underlying cause.
Example: If sales are down, asking “Why?” may reveal deeper issues, such as outdated product features or a poor user experience. This ensures the project targets the actual cause of the problem, not just its symptoms.
3. Focus on Impact
When framing a challenge, it’s essential to clarify the desired impact. What difference will this project make to your team, customers, or business as a whole? Knowing the intended impact allows the team to keep an eye on the benefits of the project and can motivate everyone to work towards a meaningful goal.
Example: Instead of saying, “We want to launch a new product,” frame the impact by adding, “We want this product to help our customers save time by automating routine tasks, improving their daily experience.”
Techniques for Framing Challenges
There are several techniques to help frame a challenge effectively. Here are a few practical methods:
Problem Statements
A well-crafted problem statement captures the essence of the challenge concisely and clearly. It should answer three main questions: What is the problem? Why is it important? and Who does it impact? A good problem statement serves as a reference point, helping the team stay focused on what matters.
Example: “Our current onboarding process is slow and confusing, resulting in new customers abandoning the process early, which reduces our conversion rate.”
SMART Goals
The SMART framework ensures that goals are clear and achievable. SMART goals are Specific, Measurable, Achievable, Relevant, and Time-bound. Using this framework keeps the team’s efforts focused and increases the likelihood of success.
Example: “Reduce the average customer onboarding time from 10 minutes to 5 minutes within the next three months by simplifying the form and adding a guided tutorial.”
Visualisation Techniques
Visualisation tools, such as brainstorming maps or flowcharts, can help teams clarify complex challenges. By mapping out different aspects of a problem, teams can gain a better understanding of how different elements are connected, making it easier to see where the focus should lie.
Example: A flowchart can help visualise each step in the customer journey, revealing specific areas where delays occur or improvements are needed.
Examples Across Different Disciplines
Framing challenges can look different depending on the industry or discipline. Here are some examples:
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Product Development: If the goal is to “launch a product that appeals to a younger demographic,” framing might involve identifying specific preferences of that demographic, such as ease of use, customisability, and affordability.
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Healthcare: In a hospital setting, framing the challenge could mean defining the desired outcome of “reducing patient wait times in the emergency department” and identifying the core reasons behind delays, such as bottlenecks in initial assessments.
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Marketing: For a marketing team, framing might involve clarifying the challenge of “improving brand visibility among professionals aged 30-40” and exploring channels and strategies that are most likely to reach this audience.
Each of these examples shows how framing the challenge helps teams focus on the exact outcomes they need to achieve, setting a clear path for the project.
Conclusion
Framing the challenge is an essential first step in any successful project. By defining the desired outcome, identifying root problems, and focusing on impact, this process provides clarity and direction for the entire team. Effective framing gives purpose to every action, ensuring that everyone understands the project’s goals and works towards the same end result.
Starting with a well-framed challenge also makes it easier to set clear strategies, track progress, and make adjustments along the way. Whether you’re in product development, healthcare, marketing, or any other field, framing the challenge establishes a strong foundation for successful innovation and meaningful change.
