The Problem with Starting with a Problem

Defining the first step [in a person’s decision-making process] as problem recognition may imply the ‘problem’ has an objective existence, independent of the customer—and the producer. Framing the decision process as problem-solving suggests the customer is a ‘rational actor.’ The danger is that people often act more on emotion than by rationally calculating self-interest. And their definitions of problems depend on their point of view and are often formed in conversations with others—including producers. Indeed part of the innovation process is reframing an existing situation to create consensus around a new definition of a problem.

Hugh Dubberly and Shelley Evenson, The Experience Cycle (written for Interactions Magazine)