Step 3: Problem Definition

This chapter covered Step 3, problem definition, of the creative entrepreneurial process. Once you have formulated and selected a problem definition, creating specific solutions is easy. It's your use of creativity in defining the problem or in looking at it from new angles that gives you the edge. Too often, people rush into developing solutions without taking enough care to develop an effective problem definition. Perhaps the single most powerful part of the entire creative entrepreneurial process is its emphasis on redefining problems before coming up with solutions. Many entrepreneurs put a solution in the market for a problem with which customers have little concern. Step 3, problem definition, requires you to reexamine your preconceived beliefs and assumptions and to become an innovator in defining problems as well as in solving them. As an entrepreneur, even if you already have a business solution in mind, you might still want to step back and consider redefining the problem in new ways. In doing so, you might develop a new problem definition and solution that differs not only from your own preconceived notions, but also from those of your competitors. Better yet, if you involve customers and other stakeholders, you build legitimacy and credibility for your business. When you give people a chance to take part in formulating a problem, they develop a sense of ownership for its successful solution. They are emotionally invested and look forward to the solution coming to market, regardless of what their role is with the company. In the next chapter, we explain Step 4, developing a solution to the defined problem. Many entrepreneurs put a solution in the market for a problem with which customers have little concern. Unfortunately, most people struggle with addressing complex problems because they feel stuck. In problem definition, the entrepreneur uses the key facts selected from the previous step to generate definitions of the problem. Framing problems into challenge statements is one of the most important skills in problem definition. Successful problem-solving, however, requires people to begin the process with the recognition that they have a fuzzy situation and need to gather facts prior to defining the problem. Customer challenge mapping is a very helpful tool for better defining what the customer's problem is. Customer challenge mapping provides informed decision making as to what project pillars to move forward in creating a delightful business