Been thinking a lot lately about problems. In fact, I’ve decided that they don’t exist. I’ve decided that the real problem we’re facing these days is that we are addicted to problem solving.
Let’s think about it from the perspective of communication strategy.
Let’s imagine that you have a great new business idea that you want to inspire the world with. Perhaps you’ve tried to share this idea several times now–with potential investors, customers, partners, etc.–and yet no one seems to share your enthusiasm.
A traditional problem-solving framework would have you analyze your basic communication problem with the strategic goal getting ‘them’ to finally see the great value of your vision. Under this approach you might do some research into what they care about, test market some messaging tactics, and then launch with a new campaign designed to get them enthusiastic and inspired.
Sounds reasonable enough, right?
In fact, this is how approximately 99% of communication challenges are tackled in the business world. Problem solving of one form or another to get ‘them’ on board with our wonderful agenda.
So what’s the problem?
The problem is that, with this approach we have focused on “solving a problem” rather than “producing an outcome,”and this basic starting point or orientation will set an immediate limit on the quality of the results we can ultimately achieve.
Einstein once said “Our theories dictate what we measure.”
This man deeply understood that the assumptions we bring into a situation deeply constrain our perspective on that situation, and–if left unchecked–can severely limit our insight into the situation itself.
In this hypothetical situation, our framing of the challenge as “finding a better way to make them get it” will cause us to implicitly view ‘them’ as a problem to be solved. Let me ask you this:
Have you ever been inspired by someone who viewed you as a problem to be solved?
The sad truth is that whatever strategies or tactics we come up with to persuade ‘them’ over to our cause — no matter how clever or brilliantly conceived – will come up short if the implicit assumption that drives our communications is problem-oriented and therefore uncreative/uninspiring.
So what can we do?
We need to solve the problem of solving problems by focusing instead on the outcomes that we want to create. If we let them, these outcomes will soon congeal into an authentic vision that will infect everyone we meet with enthusiasm, and will produce far better results than any clever manipulation campaign we might have otherwise conjured.
