The Right Question: Importance of Defining Problems for Effective AI and Digital Solutions

/ Hans van 't Riet

Why Problem Definition is Critical in Digital Transformation

In the rush to adopt digital and AI solutions, many organizations fall into a common trap—jumping straight to implementation without clearly defining the problem they aim to solve. This often leads to expensive failures, misaligned solutions, and wasted effort.

Defining the right problem is not just an operational necessity but a strategic imperative for executives leading digital transformation. A well-framed problem ensures that technology serves a real business need, aligns with strategic goals, and delivers measurable impact.

As Albert Einstein famously noted:
“If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.”

This article presents a practical framework for defining problems effectively—leveraging structured problem-solving methods such as Lean Thinking’s “5 Whys,” root cause analysis, and validated learning to guide better decision-making.

A Practical Framework for Problem Definition

Step 1: Identify the Symptoms

A common mistake is confusing symptoms with root problems. AI or digital solutions often get deployed to address surface-level inefficiencies, but without understanding their underlying causes, organizations risk treating the wrong issue.

  • Gather data and observations:
    Use operational data, system logs, financial reports, and performance metrics to identify inefficiencies or gaps.
  • Leverage customer and employee feedback:
    Conduct surveys, analyze customer support transcripts, and interview employees to gain qualitative insights.
  • Avoid rushing to conclusions:
    Be wary of “obvious” problems—many inefficiencies stem from deeper systemic issues.

💡 Example: A retail company notices declining online conversion rates. Instead of assuming they need a chatbot for engagement, they investigate further.

Step 2: Uncover the Root Causes

Once symptoms are identified, the next step is to determine their underlying cause.

  • Use the “5 Whys” technique:
    Repeatedly ask “Why is this happening?” until you uncover the fundamental issue.
  • Employ Fishbone (Ishikawa) Diagrams:
    Categorize possible causes into key areas such as process inefficiencies, technology gaps, and human factors.
  • Conduct stakeholder workshops:
    Cross-functional teams bring diverse perspectives that help uncover hidden issues.

💡 Example: A financial services company automates loan approvals to reduce delays. But using the “5 Whys,” they realize the real issue is fragmented customer data across legacy systems, not just a slow approval process.

Step 3: Craft a Clear Problem Statement

Once the root cause is determined, the problem must be precisely defined to ensure alignment and clarity.

  • Use the “Who, What, Where, When, Why, How” framework:
    Articulate the problem in a structured manner.
  • Make the statement SMART (Specific, Measurable, Achievable, Relevant, Time-bound):
    Avoid vague, high-level issues that lead to unfocused solutions.
  • Tie the problem to business impact:
    How does this problem affect revenue, efficiency, customer satisfaction, or competitive advantage?

✅ Example Problem Statement:
“The customer support team’s average resolution time is 15 minutes, which is 5 minutes over our goal, due to the lack of a centralized customer knowledge base. This is leading to lower customer satisfaction and higher support costs.”

Step 4: Validate the Problem

Before investing in a full-scale solution, the problem definition must be validated to ensure it is correctly framed.

  • Test assumptions through small-scale experiments or prototypes:
    A/B testing, proof-of-concepts, or simulations can validate whether solving this problem has the expected impact.
  • Gather feedback from stakeholders:
    Ensure alignment across business units, IT teams, and end users.
  • Iterate if needed:
    If the problem statement doesn’t hold up under real-world conditions, refine it before proceeding.

💡 Example: A hospital wants AI-driven diagnostics to reduce misdiagnoses. A pilot project reveals that inconsistent patient data, not diagnostic errors, is the real issue—shifting the focus to data standardization rather than AI deployment.

Conclusion: Problem Definition as a Competitive Advantage

Executives must ensure that problem definition precedes solution selection in digital transformation. By following a structured framework, leaders can avoid costly missteps, align digital investments with business priorities, and drive real impact.

The best AI or digital solution in the world cannot fix the wrong problem. Taking the time to define the problem correctly is not just best practice—it’s a competitive advantage that enables sustainable transformation and long-term success.

What’s Your Experience? Let’s Continue the Conversation!

How do you approach problem definition in your digital and AI initiatives? Have you faced challenges in aligning solutions with real business needs?

💬 Join the conversation in the comments below or connect with me to discuss how your organization can improve its problem-definition process.

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🔍 Need expert guidance? If you’re looking to refine your digital or AI strategy, let’s connect—schedule a consultation to explore how we can drive transformation the right way.

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