The best innovations are rooted in a real problem waiting to be solved. At GoKart Labs’ 2017 Client Summit, VP of Solutions Matt (MJ) Johnson led a conversation aimed at showing how to craft a detailed, actionable problem statement — which, in turn, can fuel the right ideas on how to solve it. (See the follow-up presentation on Drawing Out Solutions here: https://www.slideshare.net/gokartlabs/drawing-out-solutions-to-your-problem-statement-and-running-pilots/)

1. How to Craft a Problem Statement

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HI, I’M MJ.

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LETS GET PRACTICAL

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CUSTOMER PROBLEM LOVABLE SPEED

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CUSTOMER PROBLEM LOVABLE SPEED
PROBLEM STATEMENT

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STEP ONE
KNOW YOUR CUSTOMER

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STEP ONE
KNOW YOUR CUSTOMER

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STEP ONE
KNOW YOUR CUSTOMER
Really get to know

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STEP ONE
SITUATION
FEARS
BELIEFS
NEEDS

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43 year old female
Two kids
Lives in MN
Has undergrad
HHI: $50,000
Searched: Nursing program
DEMOGRAPHIC IS
NOT ENOUGH

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Maria Garcia is a 43 year old woman living
in MN with two active kids - she’s busy.
She wants a better life for her family and
believes nursing can provide that future.
She’s scared that she won’t finish and is
worried about the time commitment.
She makes enough money to pay the bills
but is going to need financial aid.
She needs a support system
and constant motivation.
CONTEXT IS EVERYTHING
43 year old female
Two kids
Lives in MN
Has undergrad
HHI: $50,000
Searched: Nursing program
DEMOGRAPHIC IS
NOT ENOUGH

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STEP ONE
CONTEXT UNLOCKS INNOVATION
How might we help Maria better manage all of her time?
How might we help Maria feel less scared about her decision to go back to school?
How might we surround Maria with a proactive support system?
How might we engage Maria’s family to keep her motivated when times get tough?

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STEP TWO
SOLVE A REAL PROBLEM

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STEP TWO
WHAT ARE
THEY HIRING
YOU TO DO?

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STEP TWO
SUPPORT MY
FAMILY
FEEL BETTER
ABOUT MYSELF
PROVE I HAVE
THE SKILLS

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LETS PRACTICE

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SITUATION
FEARS
BELIEFS
WHO JOB
WANTS
NEEDS
STRUGGLES

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SITUATION
FEARS
BELIEFS
WHO
Jane Doe is a 31 year old woman living in MN
with two kids - she’s busy. She wants a happy
life for her family and believes being active is
key to that future. She’s nervous that she
doesn’t know how to get her whole family
involved and she’ll be alone in this journey.
She’s worried that her kids would rather play
video games and that her husband isn’t on
the same page as her.
She’s active enough to get started but needs
activities her whole family will love.
JANE DOE

19. WANTS
To keep her family active
To get everyone involved
A happy and healthy family
NEEDS
Inspiration for her family
Suggested and recommended actives
Validation that others are doing it too
STRUGGLES
Staying motivated
Convincing her husband he should participate
Getting kids away from their screens
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JOB
WANTS
NEEDS
STRUGGLES

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SITUATION
FEARS
BELIEFS
WHO JOB
WANTS
NEEDS
STRUGGLES

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WORKING TIME

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THANK YOU

23. WE GROW BUSINESSES
DREAM BIG. IMPLEMENT SMALL. INVENT NOW.
BET THE GARDEN, NOT THE FARM.
HELLO@GOKARTLABS.COM