Strategic Problem Shaping

It's not enough to be problem solvers—we must be problem architects.

As leaders of marketing strategy, CMOs are often steering the ship through complex decision-making seas. We we are often faced with the challenge of balancing creative freedom with the need for concrete, measurable outcomes. Applying strategic problem shaping to every aspect of decision-making, from analysing data-driven insights to building out our brand narrative, is key in navigating these waters with precision and foresight. In a landscape where brands are expected to innovate constantly, recognising that a well-defined problem is half the battle won is crucial.

The Four Cornerstones of Strategic Problem Shaping:

1. Core Insight Identification: Pinpointing the heart of the issue is paramount. For instance, a decline in social media metrics may signal a need to realign with your audience's values, not just a surface-level engagement shortfall. It may turn out to be a misalignment between your content and the evolving interests of your audience. By identifying this core insight, you could strategise to recapture your audience's attention with more relevant and engaging content.
2. Segmented Problem Analysis: Complex problems are best tackled when broken down into smaller components and dissecting complex challenges into digestible segments is where strategic solutions begin. For example if you are facing a plateau in market growth, you should break down the issue into sub-problems — like: regional performance discrepancies, product line popularity, and customer acquisition channels. Segment-specific strategies can then be developed, such as regional marketing campaigns, product development tweaks, and channel diversification, which collectively will revive your market expansion efforts.
3. Perspective Evolution: Changing perspectives can unveil innovative solutions. Let's say a recent product launch didn't hit its initial sales targets. This should prompt the team to shift their perspective. Instead of focusing on immediate sales, reframe the problem to consider long-term customer engagement and brand loyalty. This can lead to implementing a post-purchase engagement plan that nurtures customer relationships and, over time, increases customer lifetime value far beyond the initial sale.
4. Strategic Creativity Framework: Creativity thrives within well-defined boundaries. If you for example launch a campaign aimed at a new demographic, setting creative boundaries is vital. You can constrain your messaging to resonate with environmental values, a key concern for this group, and used only user-generated content to showcase authenticity. These strategic constraints may lead to a campaign that significantly outperforms your traditional approaches in both engagement and conversion rates.

Companies like Tesla have redefined automotive marketing by framing their mission as a crusade for sustainability, rather than just selling cars. Nike's embrace of cultural conversations has transformed their brand into a beacon for social change, not merely a shoe manufacturer. Apple's relentless focus on user experience has made each product release not just a launch, but a cultural event.

By adopting strategic problem shaping, we join the ranks of these visionary brands. We can orchestrate a symphony of innovation that resonates with the core desires of our audience and solidifies our brand as an icon not just for what it sells, but for the ideas and ideals it embodies.

@talida.eth