Entrepreneurship N4 | Creativity methods | Problem Redefinition

Problem Redefinition

Problem redefinition is a powerful creativity method that helps entrepreneurs, designers, and product developers move beyond obvious or surface-level solutions by challenging how they see the problem itself. Rather than jumping straight into fixing the stated issue, this method asks deeper, sometimes uncomfortable questions like: “What if the problem we’re trying to solve isn’t the real problem at all?” or “What is the user actually trying to achieve here?” By questioning initial assumptions, teams can discover hidden opportunities and create solutions that better fit real user needs, changing the entire direction of product development or service design.

The method typically unfolds through a step-by-step process:

● State the original problem clearly. Start with how the issue is currently framed, even if it seems obvious.
● Ask “Why?” or “What for?” multiple times. Each answer digs deeper into the user’s real goal or frustration.
● Rephrase the problem from these new perspectives. Think about what the user is truly trying to do or avoid.
● Brainstorm ideas for these deeper needs. Open up creative thinking by no longer being limited by the first definition.
● Refine and combine ideas into practical solutions that feel fresh and better matched to real-world use.

This method is especially powerful when standard improvements feel too small, too predictable, or when previous attempts haven’t made a real difference for users.

Example: Solving the problem of tangled phone cables

Step 1: State the original problem
“How can we make phone charging cables that don’t tangle?”
This question focuses on a common annoyance—knotted cables that cause frustration and waste time. It treats tangling as an inherent issue with cables rather than questioning the entire charging process or user habits.

Step 2: Ask “Why?” multiple times to uncover deeper user needs

• Why do users dislike tangled cables? Because untangling takes time and can damage cables, creating frustration especially when charging is urgent.
• Why is quick access important? Because users want to charge devices reliably and without hassle in busy or on-the-go lifestyles.
• What is the underlying goal? To maintain connectivity effortlessly by having devices always charged and ready without disruption.

Step 3: Redefine the problem

• Instead of “How can we stop cables from tangling?”
• Ask, “How can we eliminate or significantly reduce cable use?”
• Or, “How can charging become seamless, automatic, and invisible to the user?”
  This reframing shifts the focus from cables themselves to the entire charging experience and user convenience.

Step 4: Brainstorm practical and innovative solutions

• Wireless Charging Surfaces: Create charging mats or desk pads that wirelessly power devices wherever they are placed, eliminating the need to plug in.
• Built-in Wireless Charging Furniture: Integrate charging coils into everyday furniture like desks, coffee tables, or bedside tables to make charging a passive experience.
• Retractable or Tangle-Free Cable Designs: For necessary cables, design retractable reels or flat, braided cables with anti-tangle coatings and clips to keep cables organized and easy to store.
• Magnetic Connectors: Use magnetic cable tips that easily snap on and off devices, reducing wear and making unplugging faster and less fiddly.
• Cable Management Accessories: Develop simple clips, holders, or pouches designed to wrap or secure cables neatly inside bags or workspaces to prevent tangling during transport.
• Multi-Device Charging Hubs: Create compact charging stations that hold multiple cables neatly in place and offer fast charging, reducing clutter and confusion.
• Smart Cables with Alerts: Design cables with embedded sensors that alert users via smartphone when cables are loosely connected or tangled, prompting immediate correction.

Step 5: Refine and combine ideas into user-friendly products

• Design a wireless charging desk pad with zones for different devices that also includes retractable cable ports for devices without wireless capability.
• Offer braided, flat cables with magnetic connectors paired with compact cable organizers, making cables easier to carry and less prone to tangling.
• Develop stylish, portable cable pouches with built-in clips and cable sensors for frequent travelers or students.
• Integrate charging hubs into home office setups that combine cable management and wireless pads for maximum convenience.

Result
The redefinition and practical solutions transform the frustrating cable tangle problem into a comprehensive charging system that fits modern, mobile lifestyles. Users gain clutter-free, hassle-free charging whether at home, work, or on the move. This approach reduces stress, extends cable life, and promotes neatness while adapting to different device needs. Instead of fighting tangled cables, people enjoy an intuitive, efficient charging experience that supports connectivity effortlessly.

Example: Using Problem Redefinition to Rethink the Everyday Winter Jacket

Step 1: State the original problem
“How can we make a warmer, softer, and longer-lasting winter jacket?”
At first glance, it seems the obvious answer is thicker insulation, softer fabric, or tougher stitching to fix issues like insufficient warmth, rugged feel, fading color, or poor water resistance.

Step 2: Ask “Why?” multiple times to uncover the deeper user need

• Why do people want the jacket to be warmer? Because they need to stay comfortable in cold conditions without layering excessively.
• Why do they complain about it being too rugged? Because comfort, freedom of movement, and softness also matter, especially for daily wear.
• Why is water resistance important? Because winter often comes with rain, snow, or slush, and getting wet means getting cold.
• Why do they care about fading color and material quality? Because users want their jacket to look good and feel reliable season after season, not just function as a throwaway item.
• What are they truly trying to achieve? A winter jacket that keeps them consistently warm and dry, feels comfortable and light, and maintains style and durability over years—not just during one season.

Step 3: Redefine the problem
Instead of just asking, “How do we make the jacket warmer and softer?”

• Ask, “How can we help users stay comfortably warm, dry, and stylish in changing winter weather, without adding bulk or sacrificing longevity?”
• Or, “How can the jacket adapt to temperature swings and wet conditions while remaining comfortable and looking new over time?”
  This opens creative space beyond only adding insulation.

Step 4: Brainstorm fresh solutions based on this broader definition

• Smart Insulation: Use modern materials like thin, high-performance synthetic insulation that traps heat but remains lightweight.
• Weather-Adaptive Layers: Removable or zip-in liners, or sleeves that can transform the jacket from mild to harsh winter use.
• Advanced Shell Materials: Soft-touch but water-repellent outer fabrics using nano-coatings that keep rain and snow out while staying breathable.
• Fade-Resistant Fabric: Dye and fabric treatments that resist UV fading and wear, so the jacket keeps its color even after multiple seasons.
• Comfort-Focused Design: Flexible panels under arms or at the shoulders to allow natural movement, lined collars and cuffs for softness.
• Eco-Friendly Choices: Recycled polyester shells, biodegradable insulation, and sustainable dyes to appeal to environmentally conscious buyers.

Step 5: Refine and combine ideas into a practical product concept

• Design a lightweight winter jacket that uses thin but highly effective synthetic insulation, keeping the wearer warm without heaviness.
• Include a removable inner liner or zippered side panels that can be added or removed depending on the weather.
• Apply an eco-friendly nano-coating to keep water and snow out while allowing heat and sweat to escape, ensuring comfort during commutes or outdoor activities.
• Reinforce areas prone to wear (like elbows and shoulders) with fade-resistant, abrasion-resistant fabrics that still feel soft to the touch.
• Incorporate stretch panels for ease of movement and use a stylish cut that fits urban, work, or travel settings.

Result
Instead of just making a “warmer” jacket, problem redefinition leads to a multi-use winter jacket that adapts to real-life needs: warmth, dryness, flexibility, and durability—without bulk or discomfort.
It transforms the product from a seasonal, sometimes uncomfortable item into a reliable, stylish, and long-lasting companion for unpredictable winter weather.

Example: Using Problem Redefinition to Rethink the Everyday Winter Jacket

Step 1: State the original problem
“How can we make a warmer, softer, and longer-lasting winter jacket?”
At first glance, it seems the obvious answer is thicker insulation, softer fabric, or tougher stitching to fix issues like insufficient warmth, rugged feel, fading color, or poor water resistance.

Step 2: Ask “Why?” multiple times to uncover the deeper user need

• Why do people want the jacket to be warmer? Because they need to stay comfortable in cold conditions without layering excessively.
• Why do they complain about it being too rugged? Because comfort, freedom of movement, and softness also matter, especially for daily wear.
• Why is water resistance important? Because winter often comes with rain, snow, or slush, and getting wet means getting cold.
• Why do they care about fading color and material quality? Because users want their jacket to look good and feel reliable season after season, not just function as a throwaway item.
• What are they truly trying to achieve? A winter jacket that keeps them consistently warm and dry, feels comfortable and light, and maintains style and durability over years—not just during one season.

Step 3: Redefine the problem
Instead of just asking, “How do we make the jacket warmer and softer?”

• Ask, “How can we help users stay comfortably warm, dry, and stylish in changing winter weather, without adding bulk or sacrificing longevity?”
• Or, “How can the jacket adapt to temperature swings and wet conditions while remaining comfortable and looking new over time?”
  This opens creative space beyond only adding insulation.

Step 4: Brainstorm fresh solutions based on this broader definition

• Smart Insulation: Use modern materials like thin, high-performance synthetic insulation that traps heat but remains lightweight.
• Weather-Adaptive Layers: Removable or zip-in liners, or sleeves that can transform the jacket from mild to harsh winter use.
• Advanced Shell Materials: Soft-touch but water-repellent outer fabrics using nano-coatings that keep rain and snow out while staying breathable.
• Fade-Resistant Fabric: Dye and fabric treatments that resist UV fading and wear, so the jacket keeps its color even after multiple seasons.
• Comfort-Focused Design: Flexible panels under arms or at the shoulders to allow natural movement, lined collars and cuffs for softness.
• Eco-Friendly Choices: Recycled polyester shells, biodegradable insulation, and sustainable dyes to appeal to environmentally conscious buyers.

Step 5: Refine and combine ideas into a practical product concept

• Design a lightweight winter jacket that uses thin but highly effective synthetic insulation, keeping the wearer warm without heaviness.
• Include a removable inner liner or zippered side panels that can be added or removed depending on the weather.
• Apply an eco-friendly nano-coating to keep water and snow out while allowing heat and sweat to escape, ensuring comfort during commutes or outdoor activities.
• Reinforce areas prone to wear (like elbows and shoulders) with fade-resistant, abrasion-resistant fabrics that still feel soft to the touch.
• Incorporate stretch panels for ease of movement and use a stylish cut that fits urban, work, or travel settings.

Result
Instead of just making a “warmer” jacket, problem redefinition leads to a multi-use winter jacket that adapts to real-life needs: warmth, dryness, flexibility, and durability—without bulk or discomfort.
It transforms the product from a seasonal, sometimes uncomfortable item into a reliable, stylish, and long-lasting companion for unpredictable winter weather.

By asking deeper questions about what users really need—not only warmth but comfort, adaptability, and style that lasts—this method helps create a jacket that feels fresh, modern, and truly useful in daily life.