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Strategic marketing

Description

08
I want to
clarify my priorities
by focusing
on key critical
issues
}
PROBLEM DEFINITION
LEVEL OF INVOLVEMENT
INSPIRED BY
Julier J., Kimbell L. (2012) Problem Definition. p30. In: The Social Design Methods Menu.
PRACTICAL TOOLS TO TRIGGER & SUPPORT SOCIAL INNOVATION
Development Impact & You
FAIRLY SIMPLE, SELF ADMINISTERED TOOL
needs relatively less time
Development Impact & You
PRACTICAL TOOLS TO TRIGGER & SUPPORT SOCIAL INNOVATION
PRACTICAL TOOLS TO TRIGGER & SUPPORT
Development Impact & You
PRACTICAL TOOLS TO TRIGGER & SUPPORT SOCIAL INNOVATION
Development Impact & You
08
PROBLEM DEFINITION
What is it &
why should
I do it?
Defining a problem is a deceptively simple task – what at first
seems to be the problem is often merely a symptom of a deeper
problem. This tool works to both open a problem up – presenting it in a way that can be examined from a number of angles – as
well as helping to define the wider context and associated issues
involved.
This is particularly effective when trying to focus a team of people
on the key problems at hand. This tool has been designed to structure the analysis of a particular problem in a way that makes good
use of your time. It introduces a small set of key criteria by which
an issue can be articulated and assessed, which makes the activity
O TRIGGER & SUPPORT SOCIAL INNOVATION
Development Impact & You
highly efficient. It also gives
you a standardised way to compare
several different problems which might seem to be very different
on the surface.
Development Impact & You
O TRIGGER & SUPPORT SOCIAL INNOVATION
Development Impact & You
PRACTICAL TOOLS TO TRIGGER & SUPPORT SOCIAL INNOVATION
Development Impact & You
PRACTICAL TOOLS TO TRIGGER & SUPPORT SOCIAL INNOVATION
? HOW TO USE IT
Go through the Problem Definition worksheet individually or in
small teams and reflect on a specific issue you have identified,
exchanging thoughts while writing down your notes. The key aim
here is to capture, compare and discuss different viewpoints on
the problem. You can then review the notes and discuss with
your team members whether you are making the same assumptions, and whether you are framing things in the same way.
This exercise may lead you to ‘reframe’ the problem you initially addressed – for example, what happens if you see older
people as having capacities, rather than needs? Reframing
problems in such a way can offer clues to how the solution can
take shape.
What is the
key issue
you are
trying to
address and
why is it
important?
Who is it a
problem for?
Working on a Problem Definition worksheet with not only your
team members, but together with other stakeholders will usually
bring up new contexts. For instance, working with service users,
staff or volunteers may provide a slightly different angle to the
tool than when working with managers or entrepreneurs. Feel
free to experiment and rephrase questions in the worksheet to
keep them relevant in such situations.
What social/
cultural
factors
shape this
problem?
What
evidence do
you have
that this is
worth the
investment?
Can you
think of
this problem
in a different
way? Can
you reframe
it?
08
I want to clarify my priorities
by focusing on key critical issues
What is the key issue you are
trying to address and why is
it important?
Who is it a problem for?
PROBLEM DEFINITION
What social/cultural
factors shape this problem?
What evidence do you have
that this is worth the investment?
Can you think of
way? Can you reframe it?
PRACTICAL TOOLS TO TRIGGER & SUPPORT SOCIAL INNOVATION
Development Impact & You
Development Impact & You
PRACTICAL TOOLS TO TRIGGER & SUPPORT SOCIAL INN

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