Problem Framing PlaybookÂ
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Why Teams Use Problem Framing — and Why You Should Too
Here’s the real reason strategic work stalls:
The real problem isn’t clear
The decision-makers are not aligned
Everyone’s already jumped to a solution — without agreement on what matters.
We saw this pattern repeat again and again while leading Design Sprints and strategy sessions inside large organizations.
So we built a system to fix it:
Problem Framing
— a structured system to uncover, define, and prioritize challenges. It connects business objectives with customer needs and helps leaders align on a clear direction before diving into execution.
It worked so well that in 2018, Google invited us to teach it at their campus in San Francisco.
Since then, we’ve trained over 3,000 leaders at companies like SAP, EY, Amazon, Roche, HSBC, and the World Bank.
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And every time we teach it, we use this Playbook.
Now you can preview the same system — and learn how to bring clarity to your next strategy, product, or innovation challenge.
