Creative Corner
The Problem-solving Process
No matter what the project, at Cooley we stick to a process that sharpens our focus, elevates our ideas and moves our clients forward. It is a scalable, tried and true way to solve any problem that requires creative thinking. See if it doesn’t give you new ideas for approaching old business issues in new and different ways.
- Accurately describe your problem
Be precise. If the problem is vague, the work will be generic. Over and out. From the outset, your team will either become inspired or confused. So be as specific as possible, as this first step has a greater impact on the work than any other step you will take. - Set goals, define success
Determine what is to be accomplished. Who needs to be moved to do what? Be realistic. Shooting for the moon is counterproductive. Then determine what metrics to use in order to measure success – which in itself will improve your chances for success. - Choose a single path
A well-articulated strategy is not only a roadmap for reaching your objectives, but also a way to clarify all team members’ responsibilities. This keeps everyone working together while avoiding redundancies and dropped balls. - Look beyond the team
Identify the people who need to believe in the project and champion it. Get to them right away. It is critical to build support early on. They will be more likely to go to bat for you and to sanction whatever risks you need to take. - Learn all you can
Immersion and research are critical to success. Share all the information you have with your team and let them spend time as needed to understand the relevant nuances of the customers and the business. - Rapidly develop ideas
Freely explore the boundaries of your strategy without stopping to critique or analyze ideas. Have no fear and you’ll inspire others to think creatively. Then see which of your prototype solutions best reflect the strategic plan and offer the strongest links to your goals and the interests of your audience. - Analyze dispassionately
This is the time to put pride of ownership aside and think through the ramifications of each concept on the table. Invest in market testing if it makes sense. - Listen to your instincts
Numbers don’t take the place of experience and instinct. Make the choice of direction based on as much relevant data as you can get, but then rely on your gut instincts. The most practical direction will likely be the least successful. Remind yourself that it’s not worth the time and effort, nor is it your goal, to be just like everybody else. - Decide and notify
Once you’ve chosen the solution and have buy-in from the necessary people, the execution phase begins. Everyone on the team needs to work toward a common goal. - Unify all stakeholders
There are many people critical to the success of any project, those mentioned in #4 and others. Remind them all of the objectives of the project and its proposed solution so they have a clear understanding and can give it their full support. - Run with it
Stick to the plan but rally all involved. Double-check the details. All efforts have led to this moment of unveiling. Stay committed. - Evaluate the results
To the greatest extent possible, measure the results and determine the level of success achieved over time. Take stock of what worked and what can still be improved.
Try applying this process to your next business challenge and see if you don’t devise a better solution and derive greater satisfaction from the process. At Cooley, we found inspiration for our process and adapted the principles above from a variety of sources including the AIGA, one of the industry’s leading design organizations.
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