In the Harvard Business Review article, “Are You Solving the Right Problems?”, Thomas Wedell-Wedellsborg highlights a critical flaw in modern business problem-solving—organizations jump too quickly to solutions without properly diagnosing the root problem. His research reveals that while companies excel at solving problems, they often struggle with identifying what the real problem is. Surveys show that 85% of C-suite executives agree that poor problem diagnosis is a major issue with significant business costs.
The article introduces the concept of reframing, the practice of redefining a problem to uncover unexpected, innovative solutions. Classic examples include the slow elevator problem, where adding mirrors (not speeding up the elevator) reduced complaints by addressing the real issue—boredom during the wait. Another case is the dog shelter issue, where reframing the problem from "too few adoptions" to "preventing shelter entries" led to successful intervention strategies.
Wedell-Wedellsborg presents seven practices for effective problem reframing:
- Establish legitimacy for reframing in conversations.
- Bring outsiders in to challenge assumptions.
- Get written problem definitions to expose differing perspectives.
- Ask what’s missing to surface unseen angles.
- Use multiple categories to shift perception.
- Analyze positive exceptions to uncover hidden success patterns.
- Question the objective to ensure alignment with true goals.
Real-world examples—from military strategy changes under General Petraeus to employee engagement transformations—illustrate how questioning objectives and engaging diverse viewpoints lead to better solutions. The article cautions against over-reliance on rigid checklists and emphasizes the need for field testing, customer observation, and metacognitive reflection (“thinking about thinking”).
Wedell-Wedellsborg concludes that successful innovation and decision-making require not just faster solutions, but smarter problem definitions. Reframing, combined with action and experimentation, is essential for leaders, entrepreneurs, strategists, and change agents who want to drive long-term impact and uncover better answers by first asking better questions.
