Frame Before You Generate
Find the real problem before generating solutions. The stated problem is rarely the real one; investing in problem reframing before ideation begins unlocks a richer solution space and prevents wasted generative effort on the wrong goal.
- Spend real time on problem definition: the Double Diamond (Design Council, 2005) devotes its entire first diamond to finding the right problem before the second diamond seeks solutions
- Use "How Might We" framing (IDEO; Min Basadur, 1990s) to convert closed problem statements into generative invitations: "How Might We [verb] [goal]?" assumes solvability, invites speculation without commitment, and creates shared ownership
- Apply Five Whys (Toyoda/Ohno, Toyota Production System, 1930s) to drill past stated symptoms to root causes; a stated goal is often a symptom, not the underlying need
- Use first-principles thinking to strip inherited assumptions and rebuild the problem from fundamental truths (Stanford d.school Empathize→Define, 2010; Aristotle; Musk/SpaceX)
- A good reframe often reveals that the originally-stated goal was solving the wrong level of problem