Navigating Wicked Problems in B2B: The Yellow Brick Road to Deep Understanding
Writer’s Note: This is a tribute to my favorite musical movie growing up. Can you guess which character was my favorite?
In the charming narrative of L. Frank Baum's "The Wizard of Oz," Dorothy and her motley crew are pitted against the elusive Wicked Witch of the West. Her unpredictability might cast a formidable shadow over their quest. In the realm of (B2B), companies often find themselves grappling with their own version of the Wicked Witch: the aptly named wicked problem. These problems, like their fictional counterpart, are complex, unpredictable, and steeped in uncertainties, having a knack for appearing out of the blue, shape-shifting unexpectedly, and leaving a profound impact on multiple facets of business operations.
Yet, every cloud has a silver lining, or in this case, a golden one. Dorothy's adventure offers us a glimmer of hope. Remember the Yellow Brick Road? That winding, obstacle-riddled pathway that nonetheless led her to the Emerald City? It serves as a fine symbol of a clear pathway through complexity and uncertainty. In the B2B context, Design Thinking can be our own 'Yellow Brick Road.' This empathetic, solution-oriented approach offers a means to wade through the labyrinth of wicked problems, charting a course towards innovative solutions just as Dorothy's road led her to the Wizard.
As we embark on this journey through the bumpy terrain of B2B wicked problems, let’s shed light on the path of design thinking. The aim is to provide you with the tools to navigate this road effectively, arriving at the 'Emerald City' of practical, implementable solutions. And yes, let's not forget that although the Wizard turned out to be less than they'd imagined, our protagonists did make it to the Emerald City, showing us that the journey is as important as the destination.
A deep-dive into the nature of wicked problems
Wicked problems aren't your everyday challenges. They are as elusive as they are intricate, defying straightforward solutions. They bear an uncanny resemblance to our Wicked Witch: always lurking, constantly transforming, and seemingly indomitable.
Characteristics of wicked problems
Much like our wicked witch, wicked problems are defined by their volatility, uncertainty, complexity, and ambiguity. They refuse to stay put, evolving in response to changing conditions and our attempts to address them. Their characteristics are as unpredictable as the witch's next move, with ambiguous cause-and-effect relationships that keep everyone on their toes. They're complex, with multiple interconnected components, and confusing, teeming with contradictions and multiple interpretations.
Just as predicting the wicked witch's next move was a fool's errand, businesses often find themselves at a loss trying to anticipate how a wicked problem will unfold. The witch's actions, akin to wicked problems, were influenced by a variety of factors, making them as erratic as they were hard to forecast. Her unpredictability, much like the uncertainty surrounding wicked problems, sowed chaos and disruption.
To add to her fearsome persona, the wicked witch had her very own squadron of winged monkeys, introducing a whole new level of complexity to the equation. Her reign, marked by malevolence, unleashed a myriad of complications that echoed throughout Oz, reminiscent of the wide-reaching effects wicked problems can have on a business. Just as the journey to vanquish the wicked witch required a blend of courage, empathy, and intellect, tackling wicked problems in the B2B space calls for innovative thinking, collaboration, and a deep understanding of the intricacies at play. Up next, we'll delve into how the principles of design thinking can act as our North Star on this challenging journey.
Impact of wicked problems in the B2B landscape
The Wicked Witch, with her wily ways, caused more than a few problems for the inhabitants of Oz. Her influence, rather like that of wicked problems in the B2B landscape, was far-reaching and multifaceted.
Uncertainty and risk
The Wicked Witch was as unpredictable as a summer storm in Kansas, keeping everyone on edge. Similarly, wicked problems shroud businesses in a cloak of uncertainty, ramping up the risk factor. Just as no one knew what the Witch would do next, businesses often find it challenging to plan for or predict the outcomes of these problems.
Complexity and interdependence
Remember those winged monkeys? They added another layer of complexity to the Witch's reign, just as wicked problems often involve multiple interconnected factors that amplify their impact. The ripple effects of the Witch's actions were felt throughout Oz, and similarly, the impact of wicked problems spreads through different areas of a business.
Stakeholder conflicts
The Wicked Witch's reign wasn't exactly a time of peace and harmony in Oz. Her actions often led to conflicts and disagreements, much like wicked problems can stir up tensions among stakeholders in a business. Different stakeholders may have varied perceptions of the problem, conflicting interests, or disagreements about the best course of action, further complicating the resolution of these problems.
An example of a wicked problem in B2B:
Imagine a manufacturing company that has been experiencing a consistent decline in customer satisfaction and a subsequent decrease in sales. Despite various attempts to address the issue, the underlying cause remains elusive. The problem is complex and multifaceted, involving multiple stakeholders and interdependencies.
Uncertainty and risk: The declining customer satisfaction and sales create uncertainty about the company's future success. The risk of losing market share or facing financial challenges looms large.
Complexity and interdependence: The factors contributing to the decline in customer satisfaction and sales are interconnected. It could involve issues in product quality, customer service, pricing, or competitive pressures. The complexity arises from the interdependencies among these factors, making it challenging to pinpoint the root cause.
Stakeholder conflicts: Different stakeholders, such as customers, employees, and management, may have conflicting perspectives on the problem and potential solutions. Customer expectations may clash with internal limitations or conflicting priorities, leading to tensions and disagreements within the organization.
This wicked problem requires a holistic approach that goes beyond quick fixes. It demands an in-depth understanding of the various factors at play, careful analysis of the root causes, and the ability to develop innovative solutions that address multiple aspects of the problem simultaneously.
The Yellow Brick Road: Design thinking as the entwining path to long-term solutions
As we journey deeper into the realm of wicked problems, let's shift our gaze to the beacon of hope in our story - the Yellow Brick Road. In our narrative, Design Thinking embodies this pathway, guiding us toward the resolution of wicked problems.
What is design thinking?
Design Thinking isn't a magic wand, but it's the next best thing when it comes to untangling the web of wicked problems.
Brief history and origin
Tracing the history of Design Thinking takes us back to the late 1960s, a time when the seeds of this innovative approach were first sown. Over the decades, Design Thinking has evolved from being a niche methodology used by product designers to a widely embraced strategy for addressing complex problems across numerous fields.
Now, here's a fun nugget for you: The Wizard of Oz, that timeless classic that has inspired our metaphorical journey through wicked problems, predates the advent of Design Thinking by quite a bit. The movie was a technicolor spectacle in 1939, a time when color films were still a rarity. Its vibrant visuals and fantastical story caught the imagination of audiences far and wide, making it a beloved classic.
Go further back, and you'll land in 1900 when L. Frank Baum first introduced us to the magical land of Oz in his book. So, Dorothy and her companions were navigating their own set of wicked problems, guided by their collective wisdom, long before Design Thinking came onto the scene.
Isn't it fascinating that a narrative woven over a century ago aligns so well with a methodology developed much later? It serves as a testament to the timeless nature of the challenges we face and the principles we can apply to overcome them. Just as Dorothy and her friends discovered, courage, empathy, wisdom, and a collaborative spirit can go a long way in solving even the most wicked problems.
Core principles of design thinking
At its heart, design thinking is an empathetic, iterative, and collaborative approach to problem-solving. It encourages divergent thinking to explore a wide range of possible solutions before converging on the most effective long-term ones.
In the face of wicked problems, design thinking provides an opportunity to unravel the convoluted layers methodically, shedding light on unnoticed facets of the issue at hand. Through this process, it enables us to devise solutions that are resilient and adaptable, capable of weathering the inherent instability and constant flux of the business environment. Now, let’s get into the details:
How design thinking can address wicked Problems in B2B
Navigating the path through wicked problems, especially in the B2B arena, can often feel like an odyssey fraught with uncertainty. The parallels between Dorothy's journey and the B2B world are rather striking. Just as Dorothy and her friends trekked across a diverse landscape with multiple challenges and long, complex journeys, businesses in the B2B sector also find themselves on intricate paths with numerous hurdles along the way. Now, let's shed some light on how Design Thinking, much like the unique abilities of Dorothy and her companions, can serve as a compass and a toolkit for this demanding journey.
via Giphy
Empathy and understanding stakeholder needs - Dorothy's compassion
Just as Dorothy's empathy helped her understand and rally her friends, empathy in Design Thinking allows businesses to deeply understand the needs and perspectives of their stakeholders, helping them to frame wicked problems more effectively.
Creating stakeholder empathy map: An empathy map is a collaborative tool teams can use to gain deeper insight into their stakeholders. It allows the team to visualize stakeholder needs, expectations, pains, and gains, facilitating a deeper understanding of the problem space.
Identifying stakeholder groups: Before starting the empathy map, businesses need to clearly identify their stakeholder groups. These could be customers, partners, employees, or any other individuals who are involved with the wicked problem.
Defining stakeholder personas: For each stakeholder group, define a persona. This includes demographic information, motivations, goals, and frustrations, which helps make the persona more relatable.
Setting up an empathy map canvas: The canvas typically consists of four quadrants: Said, Did, Thought, and Felt.
"Said" captures what stakeholders say about the problem or the product.
"Did" notes down stakeholders' actions in relation to the problem or the product.
"Thought" represents what stakeholders might be thinking, their beliefs, or considerations.
"Felt" includes stakeholders' emotions or feelings about the situation.
Gathering insights: Using interviews, surveys, observation, or any other method, collect information to fill each quadrant for every stakeholder persona.
With your empathy map filled out, it's time to decode the narrative it presents. Use it to unearth insights, devise solutions, and navigate the changing tides of stakeholder needs. Keep the map dynamic - revisit and revise as things evolve. Lastly, remember the power of collaboration with a broad team. The more minds at work, the richer the understanding, the better the outcome.
Want to know more about winning teams? Read here - Marketing & Magic: A Winning Team.
Ideation and Innovative Solution Generation - Scarecrow's Brain
The Scarecrow's brain symbolizes the principle of ideation in Design Thinking. By encouraging a free flow of ideas, businesses can explore a wide range of possible solutions to wicked problems, just as the Scarecrow used his intellect to navigate through challenges.
Here are just some ways you can ideate with your team:
Brainstorming sessions: Encourage open, non-judgmental brainstorming sessions where all team members can contribute ideas freely. Remember, no idea is too 'out there' at this stage.
Mind mapping: Use mind mapping to visually organize information, enabling teams to understand the problem better and generate new connections and ideas.
Storyboarding: Visualize the journey of solving the wicked problem. This can often lead to new insights and innovative solutions.
Prototyping: Build simple and cheap prototypes of potential solutions. This can help teams to think more concretely and spark new ideas.
Use of ideation tools: Implement tools like SCAMPER (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse) to systematically transform existing ideas into new ones.
I highly recommend looking at this site for more inspiration regarding ideating:
Interaction Design: Introduction to the essential ideation techniques, which are the heart of design thinking.
Experimentation and iterative learning - Tin Man's heart and the Lion's courage
As we venture further along our Yellow Brick Road of Design Thinking, we encounter two integral companions - the Tin Man's heart and the Lion's courage. These symbolize the last stage of our journey: the realm of experimentation and iterative learning. Here's how businesses, especially in B2B and marketing, can embody these traits to test and improve their solutions to wicked problems.
Building minimal viable products (MVPs): Start by creating MVPs for your solutions - these are basic versions of your product/service that have just enough features to be usable. This lets you test the concept with minimal resources.
Pilot programs: Launch pilot programs to a select group of customers or partners. This allows for real-world testing and feedback before a full-scale launch.
A/B testing: Use A/B testing, especially for marketing initiatives. This involves changing one element at a time (like headline, call to action, etc.) to see what works best with your audience.
Fail fast, learn faster: Encourage a culture where it is safe to fail. The idea is to try multiple approaches quickly, discard what doesn't work, and build on what does.
Risk assessment: Regularly conduct risk assessments. Understand potential losses and have contingency plans in place. This allows you to take calculated risks.
How the Team bested the wicked witch
In the face of wicked problems, it's easy to feel like Dorothy, lost in a strange land. But remember, she and her companions made it through their journey by leveraging their unique strengths and sticking together. Similarly, with Design Thinking as our Yellow Brick Road, we can navigate through the treacherous terrain of wicked problems in the B2B landscape.
Design thinking alone falls short in solving complex B2B problems easily. Just as defeating the Wicked Witch required teamwork, hard work, and thoughtful effort, B2B challenges often demand comprehensive strategies that involve collaboration, perseverance, and a deeper understanding of the complexities involved.
At first glance, the defeat of the wicked witch appears simple with a bucket of water (not spoiling any more than that), but it requires the collective effort of Dorothy and her companions. In the same way, B2B problems are multifaceted and require more than a surface-level solution. They necessitate collaboration among stakeholders, dedicated work, and thoughtful analysis.
Design thinking can be valuable in this process, but it needs to be complemented by other methodologies and a holistic approach to address the intricate nature of B2B challenges effectively. It’s not an easy or quick fix by any means, but it provides you with a way to look at the problem, navigate through every brick of it, and really understand the problem that’s occurring.
It requires teamwork, perseverance, and a deep understanding to find the way to the solution(s):
The Emerald City of our quest.
If only it was as simple as wearing a pair of ruby shoes, tapping them twice, and being magically transported back home. But true solutions don't come that easily. It's the journey, the challenges, and the lessons learned along the way that truly matter. Just like Dorothy in her quest, B2B problems require us to embrace the process rather than rushing to a quick fix. It is through this journey that we gain valuable insights and grow as individuals and organizations.
Finishing note: Managed to guess which character was my favorite?
Empathy Map: Understanding the ‘H’ in B2B
Imagine an empathy map as your pair of Ruby Slippers in the mysterious land of B2B. Like Dorothy navigating the twists and turns of Oz, empathy maps guide businesses through the complex minds of their customers. Remember, behind the 'B' in B2B, there's always an 'H' - a Human. It's not enough to simply know your customers' roles; understanding their emotions, motivations, and struggles is the key to truly valuable solutions.
Split into four quadrants - what your customer thinks, says, hears, and sees- an empathy map is like a magic spell, offering a deep insight into their minds without the need for a crystal ball. By fully comprehending these aspects, you can design solutions that resonate on a human level. In the vast landscape of B2B, empathy maps are your compass to navigate the customer journey, fostering meaningful relationships and steering towards business success.
