Beyond Solutions: Bridging the Gap to Real Results

In the world of problem-solving, there's often a gap between understanding a problem and delivering a solution that genuinely addresses it. Other frameworks focus on the problem definition and the selection of a solution, but what about the critical phase of execution? That's where the Problem to Delivery (P2D) framework comes in - joining together all three critical phases with the common thread of the problem to be solved.

What is P2D?

P2D, which stands for Problem to Delivery, is a framework that encompasses the entire problem-solving journey, from understanding the problem to designing a solution and, crucially, delivering it in a way that effectively addresses the problem. It's based on the belief that execution involves more than delivering a predetermined solution; it's about actively solving the problem throughout the entire process.

The Three Phases of P2D:

1. Problem: Discover: Understanding the problem through research, observation, and empathising with those affected. Define: Clarifying and deciding on the problem to be solved to ensure a shared understanding.
2. Design: Develop: Generate multiple potential solutions through ideation and exploration. Decide: Evaluate and refine ideas through prototyping, testing, and feedback to select the most promising solution.
3. Deliver: Execution: Turn the chosen solution into reality, keeping the problem at the forefront of every decision.

Why P2D Matters:

• Remain focused on Problem-Solving: Shifts the emphasis from merely delivery to genuinely solving the problem, leading to more effective and impactful outcomes.
• Bridges Design and Execution: Ensures that problem-solving doesn't stop at the design phase, but continues throughout execution to guarantee alignment with the original problem.
• Encourages Collaboration: Fosters a shared understanding and ownership of the problem, enhancing communication and collaboration.
• Drives Real-World Impact: By focusing on solutions that genuinely address the root causes of problems, P2D paves the way for meaningful and lasting change.

A simple example

Lets imagine...

1. Problem: Discover: A cruise company want to increase sales Define: It is identified that people on a cruise are the people who will likely book another and while onboard they are a captive market. As such the problem is refined to how to increase cruise sales to people while they are onboard.
2. Design: Develop: There are lots of solutions to this problem from leaflets left in cabins, a set of presentations about potential destinations, a video playing on the big screens throughout the ship and more... Decide: It is decided that a promotional video to advertise all the lovely places people can travel to while they are already onboard will the solution pursued.
3. Deliver: Execution: A lovely video with places that people are inspired visit.

The task of delving the video is then passed to a video editor to deliver. However if the thread of the problem does not weave through all of these stages then the result could be a lovely video that might not actually solve the problem. Without the problem the result could...

• Shows places with no name, so people don't know where they could visit
• No connection to an itinerary, so people aren't inspired to want to buy
• No call to action to drive results, so people don't take the next step to buy

Without these you might have a lovely video, but if it does not "increase cruise sales to people onboard" it was a total failure since it does not actually contribute to solving the chosen problem.

This is why it is so important that execution is not totally separate to the problem and design stages. Having the people who are going to deliver involved in earlier stages might be less efficient, but they bring novel ideas, perspectives and suggestions. With our example the video editor would have better understood the problem, could have framed the video in a way to bring a journey to life which might have helped connect people to the itinerary with a strong call to action. In addition if new ideas or problems come to mind during delivery they are better placed to be able to incorporate or solve them more effectively. Thus including people who will deliver earlier in the decision making process helps come up with better solutions as well as increasing the likelihood of the solution delivered having the desired impact when it is delivered.

Conclusion: The Importance of Problem-Solving over Solution Delivery

In the realm of problem-solving, the distinction between merely developing a solution and genuinely solving the problem is paramount. While delivering a predetermined solution may tick the task off the list, it often falls short of addressing the actual problem. True problem-solving requires a shift in perspective, urging individuals and teams to delve deep into the intricacies of the problem, understand its nuances, and tailor solutions that address the core challenges. By focusing on solving problems, everyone's brain is involved in finding solutions, not just delivering them.