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How to Craft a Problem Statement
2
HI, I’M MJ.
3
LETS GET PRACTICAL
4
CUSTOMER PROBLEM LOVABLE SPEED
4
CUSTOMER PROBLEM LOVABLE SPEED
PROBLEM STATEMENT
5
STEP ONE
KNOW YOUR CUSTOMER
6
STEP ONE
KNOW YOUR CUSTOMER
6
STEP ONE
KNOW YOUR CUSTOMER
Really get to know
7
STEP ONE
SITUATION
FEARS
BELIEFS
NEEDS
8
43 year old female 

Two kids 

Lives in MN 

Has undergrad 

HHI: $50,000 

Searched: Nursing program
DEMOGRAPHIC IS 

...
9
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 fami...
10
STEP ONE
CONTEXT UNLOCKS INNOVATION
How might we help Maria better manage all of her time? 

How might we help Maria fe...
11
STEP TWO
SOLVE A REAL PROBLEM
12
STEP TWO
WHAT ARE 

THEY HIRING 

YOU TO DO?
13
STEP TWO
SUPPORT MY
FAMILY
FEEL BETTER
ABOUT MYSELF
PROVE I HAVE
THE SKILLS
14
LETS PRACTICE
15
SITUATION
FEARS
BELIEFS
WHO JOB
WANTS
NEEDS
STRUGGLES
16
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
...
WANTS
To keep her family active 

To get everyone involved 

A happy and healthy family 

NEEDS
Inspiration for her family...
18
SITUATION
FEARS
BELIEFS
WHO JOB
WANTS
NEEDS
STRUGGLES
19
WORKING TIME
20
THANK YOU
WE GROW BUSINESSES
DREAM BIG. IMPLEMENT SMALL. INVENT NOW.
BET THE GARDEN, NOT THE FARM.
HELLO@GOKARTLABS.COM
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Crafting a Problem Statement

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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/)

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Crafting a Problem Statement

  1. 1. How to Craft a Problem Statement
  2. 2. 2 HI, I’M MJ.
  3. 3. 3 LETS GET PRACTICAL
  4. 4. 4 CUSTOMER PROBLEM LOVABLE SPEED
  5. 5. 4 CUSTOMER PROBLEM LOVABLE SPEED PROBLEM STATEMENT
  6. 6. 5 STEP ONE KNOW YOUR CUSTOMER
  7. 7. 6 STEP ONE KNOW YOUR CUSTOMER
  8. 8. 6 STEP ONE KNOW YOUR CUSTOMER Really get to know
  9. 9. 7 STEP ONE SITUATION FEARS BELIEFS NEEDS
  10. 10. 8 43 year old female Two kids Lives in MN Has undergrad HHI: $50,000 Searched: Nursing program DEMOGRAPHIC IS 
 NOT ENOUGH
  11. 11. 9 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
  12. 12. 10 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?
  13. 13. 11 STEP TWO SOLVE A REAL PROBLEM
  14. 14. 12 STEP TWO WHAT ARE 
 THEY HIRING 
 YOU TO DO?
  15. 15. 13 STEP TWO SUPPORT MY FAMILY FEEL BETTER ABOUT MYSELF PROVE I HAVE THE SKILLS
  16. 16. 14 LETS PRACTICE
  17. 17. 15 SITUATION FEARS BELIEFS WHO JOB WANTS NEEDS STRUGGLES
  18. 18. 16 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. 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 17 JOB WANTS NEEDS STRUGGLES
  20. 20. 18 SITUATION FEARS BELIEFS WHO JOB WANTS NEEDS STRUGGLES
  21. 21. 19 WORKING TIME
  22. 22. 20 THANK YOU
  23. 23. WE GROW BUSINESSES DREAM BIG. IMPLEMENT SMALL. INVENT NOW. BET THE GARDEN, NOT THE FARM. HELLO@GOKARTLABS.COM

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