The key to better problem solving

When trying to solve a problem we tend to rush in and go straight for the solutions. But how do we know we’re solving the right problem? What if we don’t know what the problem really is?

Behavioural science allows us to think hard about what type of problem we have; and once we know that, we get a better understanding of what type of solution we need.

There’s a tool called the COM-B model which uses behavioural science to help us better understand and unpack problems.

This model can be applied to anything from unearthing solutions to product problems, managing organisational change, getting users or clients to adopt a new behaviour, or even trying to instil a new healthy habit in your own life.?

As Albert Einstein once famously said, “If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and five minutes thinking about solutions”

How well we understand a problem determines how well we solve it. The COM-B model is a universal framework and it stands for: Capability, Opportunity, Motivation, and Behaviour.

CAPABILITY: CAN WE DO IT?

We look at capability in two ways; the first type is psychological – in other words, do we have the knowledge, skills, memory, mental energy to do the necessary behaviour? Then there’s the physical capability; like strength, stamina and physical skill. If we don't have these two things, the behaviour is less likely to happen.

MOTIVATION: DO WE WANT TO DO IT?

Motivation is also broken into two parts; the first is automatic – as in what is your emotional and instinctive response to the behaviour? If you feel good about the behaviour, you’re more likely to do it. The second part is reflective; as in your beliefs, attitudes, expectations and intentions. Automatic motivation is more instinctive and unconscious while reflective motivation is more rational and aware.

OPPORTUNITY: DO WE HAVE A CHANCE TO DO IT?

Opportunity is again broken down to two parts; we have social opportunity and environmental opportunity. While Capability and Motivation are internal, Opportunity (i.e the chance to do something), is more external. Social opportunity talks about what other people are doing. Other people’s behaviour affects our behaviour and so their actions and identities affect our behaviour.?

Norms identity speaks to the norms of social groups and the behaviours expected by them, and culture – which could be organisational or it could be something on a more granular level like office culture. These all govern our behaviours.?

Finally, we have the environmental opportunity. This is about having the resources, tools or even affordance cues to make the behaviour happen. Taking your desired behaviour is about getting as many of these COM-B elements right as possible.

If you have capability, opportunity, and motivation, the behaviour is far more likely to happen.

COM-B is a powerful reminder about what we should be focussing on in order to uncover the real problem, the real reason your desired behaviour isn't being taken up. And once we know that, we can build, create, find and come up with much stronger solutions.?