0:04on the road. So, we're going to go ahead and kick off. So, this is the webinar on announcing the new problem framing map and playbook live literally this morning the playbook. So, super excited to get into this with you guys. Just to introduce everyone, we do have two guests with us as well. So, we have Tendayi Viki on the call with us as well, Alex and myself. So, we also will hear from Sebastian and Louie, some guest speakers as well that we're really going to have a full roster today to kind of talk you through everything.
0:34Now, in this webinar, what we are going to look at is four different things. First, Alex will kick us off with this idea of framing problems with the problem framing map. Then we will introduce, we're super excited as I've mentioned to announce the problem framing playbook.
0:48And then Tendayi's going to show us, what does it actually look like to use the problem framing map? Uh he's going to work with Louie and do some live coaching. So, you're going to get to see this truly in action. And then we have Sebastian on the call as well and we're going to see, what does this look like to actually do it with an organization, get some real insights from the field.
1:08So, as we get started, if you look, there are two different options here. You see there are comments and then there are questions. So, go ahead and if you have questions, put them in the Q&A button. So, you'll see there is a little Q&A button here.
1:24If you put them in the chat, they sometimes get lost cuz we end up getting lots of comments and lots of chat going on. So, if you do have we want to answer them and feel free to add them in throughout. So, our team is going to be kind of keeping an an eye on the Q&A.
1:38If we see your questions, if it it's kind of pertinent, we'll stop, we'll answer those questions. And then obviously feel free to comment as well, but again, we might lose your questions if you don't put them in the Q&A as we end up with lots of comments.
1:50And just to kick things off, part of what we're excited about with launching this playbook is we have an entire playbook library. So, we're offering a discount code today with this webinar, framing 20. I think Jerry might put in the Zoom chat the link. So, all of these playbooks, all 20 playbooks, and we're continually adding more and more, are a part of our playbook library. We're going to unpack what a playbook is, what this new playbook looks like, but if you've noticed for our books in the
2:18past, we're now shifting from books to playbooks, and super excited. So, a little bit of a teaser, a little bit of a preview, but just want to get this out there. We'll dive into this throughout the webinar. Last other little kind of logistic, I think we only have a very few number of spots left for our boot camp that's coming up in a number of weeks. If you're interested in learning all about the Strategizer secret sauce but behind running these workshops, designing these playbooks, on top of a mountain with Alex and the team, super
2:48super highly rated by participants. And again, I think we only have a few spots left since this is coming up. So, if you are interested, go ahead and check that out.
2:57And now, I think we have a menti. So, if you pull out your phone, you can scan the QR code, and Jerry might go ahead and put in the in the Zoom chat this menti link and the code. What we want to do is ask you a couple questions. So, we're going to have two menti questions to start here right now, and then keep it open cuz about halfway through the webinar, we'll have another menti question. So, I'll give you another few seconds here to scan the QR code with your phone, and you can join this menti.
3:26You can also go to the website and type in the code. But, if you scan that QR code, and I will switch over here, and I will open up the menti.
3:42And I see we do have 200 people or so in there. I'll give you another second to join, and I think I might move to the first question. So, first we're just curious, who is here today? So, you have a number of different options. You can go ahead and let us know who is joining today with this webinar. And if you haven't scanned that QR code, it's on the right there. You can continue to join.
4:07Okay, so we see what we see in Alex. We got business leaders, we got innovation coaches. Okay, good mix here. We have some marketing and sales folks as A lot of coaches, good. That's also one of the goals that we're doing these playbooks, so everybody, in particular coaches, can use the secret sauce with their teams.
4:27Um yeah, Sebastian actually going to show how he's introducing um a custom playbook actually for problem framing with the police force Hessen.
4:38And now we'll go to I have another question here for you guys. What problem framing tools have you used so far in your work? So we're introducing a new tool into this space, a new playbook, but just curious, go ahead and type in have you used problem framing tools? And if so, Oh, interesting. We have none so far. Legal pad, question framing.
4:59And when we say tools, we mean concepts also, right? So I just want to highlight not just that I you know, iPad and really concepts. When we say tools, in our mind we always think concepts. I think we're we're always a little bit biased towards tool is also concept.
5:17I like the one that said legal pad. A handy legal pad, there you go.
5:21Yeah, quite a few there, yeah.
5:23Value proposition canvas, yeah, yeah. It's like a historical precedent, yeah. One of the conversations you and I had, Kurt, is around people just using problem statement and that not going deep enough, right? To really actually work towards a solution afterwards.
5:40And that's what what's interesting.
5:41We'll get into there of how you can really map out your entire challenge, your entire problem, cuz that's what I've seen a lot of is people using things like a "how might we" statement, and they just lean on this singular statement; but it's you can't really jointly define the problem in a concrete, tangible, practical way. It's it's a little bit abstract. It's a little bit high-level. So, that's what I was curious with this problem this question here with the menti, just to see are there other things out there that people are leaning on. I do see problem statement here.
6:08I'll switch back over now. Back here and actually I'll put the reins over to you, Alex, cuz you're that next section and I'll let you kind of introduce this idea of the problem framing map and kind of the story behind it.
6:24Yeah, and apologies I'm not in my studio today. I'm in Phoenix, Arizona for some client work, but I'm super happy we could still make it work. I want to just walk you a little bit through the history. It gives you a bit of the behind the scenes when we come up with these tools. The origin always starts with research, and this comes literally from my living room where I was doing research, uh used a lot of, you know, LLM research just to figure out what are kind of the
6:53pieces there and then, you know, um looking at what's there, pretty quickly going to a prototyping approach.
7:02And then back and forth um uh with LLMs, in this case I used ChatGPT quite a quite a lot. And then I go, you know, from um from AI, I go to real intelligence when I start to iterate with Eve. So, there's like a I have now a sparring partner with ChatGPT or Claude, but I also have my favorite sparring partner, Eve, because Eve Pinheiro is really uh behind the iterations that we came up with and
7:31I'll show I'll show a little bit of that afterwards. So, then it takes all kinds of shapes just to figure out because one of the things is the concepts, but the other one is how does the layout help us really frame something? So, you can see some of these early ones, you know, with sticky notes, with paper.
7:49And then, you know, I start very quickly, very roughly and then my favorite, you know, not AI, real real real AI, um we work with Eve to iterate on something that we believe can really work based on the stuff that is out there. He's a lot more rigorous around the conceptual framing.
8:10Um for me, I'm sometimes a bit the wild west. But so, what happened afterwards after our first kind of contact uh first concepts, Eve really started to take it apart and say, "Okay, well, we have this concept of the stakeholders.
8:25We said the stakeholders have specific jobs and then they're trying to get, you know, that job done a task a job and then they face a current reality which could be positive or negative. And then from there, we try to move on um you know, over those blockers the negative ones that are holding us back or the enablers that are getting us there to get to a specific outcome. And you know, this is very conceptual.
8:52We just want to show you what's behind it before we get to a super simple practical tool.
8:57We really do the homework to figure out what will help people most to get to frame that problem. And one of the things that Kurt and I you and I discussed just a couple of days ago is that many of the problem framing tools or concepts, they don't actually really look at what are people trying to get done and what outcomes are they're trying to achieve.
9:21So, before you talk about the problem, you need to not not talk about solution, you need to talk about what are people trying to get done and what does good look like because otherwise you don't even know, you know, is it a problem or not. So, then we have that kind of going from, you know, um current reality to the desired reality and based on that start out kind of conceptual thinking, we also try to figure out how can we make that super practical. And that's where things come together. We add the things like metrics
9:50and then the question is of course what would a user interface look like that can make this practical because you can't work with a concept like this. This looks very confusing. It's very theoretical.
10:03But then we start to kind of look at the shapes. Could it be something like this?
10:07What I've drawn, you've seen that before. Or could it be something like this, you know, which was a more desired approach by Eve because it, you know, resonated with some of the other tools we have like the value seats.
10:21And then we did we actually had quite heated discussions. Heated, you know, between, even me, it's not going to it's not fist flying, but you know, really it was...I was surprised. It was probably the first time where we didn't immediately agree, but then we did get to this, back to this layout, because it's really easy to tell the story. So now you can see how we're turning this into a tool. We have stakeholders who are trying to do something. They're trying to get to a desired outcome
10:50and there's stuff that's holding them back and stuff that is actually helping them get there but we want to get from one to the other. So the metaphor becomes really easy to explain. So getting from the left to the right.
11:04And the last kind of proof and validation was when when Tenda said,"I got it right away. You just you know I looked at the tool and I understood."So that's what we try to do with these kinds of simple tools. So not over complicate so anybody can do it. And then maybe Sebastian can go back to you and was that of any help when we started working on a on a challenge or the the police was working on a on a really interesting challenge. So who are the people our groups affected by a
11:33certain situation? That's where we start from. Then we ask what are they trying to accomplish and where you know are there frictions? What is already helping to get them to that you know success that they want to and how do we measure if we actually arrive? So with that very quickly you can map out a situation and you know when we started to do this in the real world we actually realized there are some challenges sometimes problems are framed too broadly. You
12:02have to do something before you get to this simple approach. Um so with Curtain and Burn myself we iterated a bit on that. But now the last piece here is you can really draw a beautiful metaphor.
12:13We're trying to get something done and arrive at a certain space. And if there is some kind of cliff there, then we have a problem. If not, well, then we're fine. So, we're trying to build that bridge to get from the left to the right. And that's kind of how we, you know, iterated and came up with the problem framing map. And what we saw is the more we posted about this, there was huge traction. So, it seems like there was a huge need for a tool in this space or new conceptual tool. Um and that also
12:43explains the big interest today. So, with that, I'm going to hand it back to you, Kurt, for I think a Mentimeter. Is that correct?
12:50Yeah, we have a bit of a fun We had this idea of kind of just being curious where people are at when we think about this problem framing idea. So, I'll go ahead and share again and I'm going to reopen the Mentimeter.
13:03So, if you had it open already, you can pull it back up and I'm going to move to this third and last question. And again, if you haven't scanned, you can scan the QR code here. But just a a bit of a fun question, what is your organization's problem framing personality for important projects? Now, just again, trying to make it a little bit light-hearted, are you detectives? Do you always frame first and do not move until you've nailed it? Are you pragmatists? You usually frame, but sometimes deadlines might get in the way
13:32and it prevents you from doing it? Are you a speedwalker? Do you kind of rarely rarely frame, you're going to quickly nod at the problem and keep going? Or are you a sprinter? Are you a solutionizer? You're going to sprint right to jumping into solutions? And again, just trying to have a little bit of fun and it's easy to maybe say like, oh, we always frame problems, but I'm curious what what would people actually say? Alex?
13:54I love the honesty because quite a few are admitting they're sprinters who never frame. Like, we jump straight to solutions. And yeah, sometimes there's pressure to go fast, right? And the speedwalkers are probably those who say, well, let me be a bit careful, maybe my boss is watching.
14:10But this is good, right? Because um sometimes we feel like we're on the right path, so we go right to the solution, but taking that, you know, kind of foundational approach of going to to investigate, really I like this word investigate the problem first, is not a waste of time. It's actually it speeds you up afterwards. It feels like it's slower, but actually makes you faster.
14:33And And a little bit of foreshadowing here with the Sorry, Kurt. But then I say I'm all I'm all those four depending on context. I'm a sprinter when it comes to my kids.
14:45If if if they walk in, I'm like, you need to do this and this and this. I don't actually have care what their problem is, yeah.
14:52And there's there's definitely a lot of nuance as Tenda kind of alludes to there. And a little little bit of foreshadowing with detectives as a persona here. You'll hear later from Sebastian a little bit of foreshadowing there. But if I jump back over, part of the reason I wanted to ask that question is because we have a new playbook. So, we're not only coming out with this tool, but we're showing you, how do you get to an outcome? You have an important project, you need to frame a problem, you want to make sure you framed it correctly. What does it actually look
15:22like to do that? So, we're releasing this new playbook. Super excited. It is literally live as of this morning. The team was asking me like, Kurt, is it actually up? Are we Are we good to go?
15:31And it is out there. Super excited about this. So, that was a view from inside our platform. This is now in there. And again, I kind of showed this image earlier, but we have currently 20 playbooks. Constantly looking to add more. And I think Jerry, again, you can put that link in if you're interested in checking out what that library looks like. So, as I talk about these types of playbooks, I love this image cuz we want these playbooks to be outcome focused.
15:55And sometimes you can be training someone on something, but there's a big gulf in between the training and real-world application. And you could call that the theory-practice gap. And what we want to do with our playbooks is to bridge this gap. We don't want there to be theoretical. We don't want there to be a bunch of trainings that you went to and you shared saved notes from, and then you're actually trying to do the work.
16:19We want to bridge those two worlds with our playbooks. So, let me share a little bit of what these playbooks look like, and I'm going to walk this problem framing playbook. So, dig into the details, and as we dig into those details, you'll see some of the actual content from the playbook and some of the actual activities Tendai is going to walk us through. So, this is a view of on our platform if you're looking at the problem framing playbook.
16:41And the first thing you'll notice about our playbooks is that they have this timeline. So, you'll see here, and I'll show you in a second, you can scroll down this timeline, and it's going to go step by step and help you know exactly what you need to do. So, maybe you need to learn a new concept, a new tool, the problem framing map. And then, all right, immediately we can jump to let's try to use that tool, let's try to practice, let's try to jump in. So, that step-by-step guidance is the first aspect of our playbooks. The next is we have these expert explanations. So, you
17:10see these kind of teal timeline events is what we call them. If you click on those, there's going to be short little e-learning videos that are going to be giving you just-in-time information to give you the information you need to take the next step. So, you don't have to have a training where there's all kinds of information, remembering it later. We're going to give you just-in-time short little 2, 5, 6-minute videos that are in there. And lastly, we have these pre-structured activities. And like I said, Tendai is going to walk us through what one of those look looks like for this actual playbook.
17:40And within that, this is where you can do team collaboration. So, you can work through this as a team. You can on our platform enter in, again, step-by-step instructions and what you need to do, working jointly together in there. So, let's look a little bit at what that looks like for this playbook. So, I I mentioned that step-by-step guidance to results. So, here is the actual flow for the problem framing playbook. You have this first section here where we're going to frame the problem. So, we'll introduce you to the problem framing
18:09playbook, what it's about, what you're going to need to know about it. Have a couple videos introducing you to the problem framing map. We're actually going to look at some of that here in a second. And then, this is what Tendai is going to show us. We're actually going to jump immediately into applying this to real situations, to a real project, a real problem or challenge that you have.
18:28So, we're going to show you step-by-step in a workspace how to do that. After you finish section one, you go to section two, so frame the problem. Then we want to test your assumptions. So, we'll introduce you to testing. We have sailboat interviews, where you're going to have a very structured interview process. We have a whole library of experiments that you can use, but again, we don't want to just say,"Here's a library, go try your best at figuring out how to run these experiments."We're going to give you an example. Here's what it means to run this interview. We have a workspace that's going to walk you through step-by-step how to run
18:57these specific types of interviews. So again, you have a problem framing, can we get some evidence from actual conversations with people, from stakeholders on your problem framing map, to make sure we're not just basing assumptions, but we're evidence-based.
19:11Then we'll introduce the testing library, and you can choose other experiments that you might want to run to further validate your problem framing. And then, we have this third section here, refining your problem framing. We'll show you how We have some really cool workflows that we've developed with using our visual tools with AI. We'll show you our secret sauce there and how we've been using AI with our tools on our platform to analyze those interviews and other experiments that you've run, and then iterating the problem framing map. So, you'll see here this step-by-step timeline is going to
19:41walk you through not just learn about the tool, but get you to a refined problem framing that is validated with true evidence. So, that's that step-by-step guidance. The next is these expert explanations. So, you'll see here an intro to the problem framing map.
19:56Now, Alex touched on this a little bit, but I will show you guys what this looks like. So, if I switch over here, sorry for the jumping around. This is the actual playbook. So, if I look here, I can scroll down the timeline. You see, here's the third section. If I go all the way back to the top though, I already have it opened here. If I click here, I've already clicked on it once, so I just have it ready to go. You're going to have these short little videos, and now the first part of this video
20:24introduces the problem framing map.
20:26Because Alex already touched on this, I won't regurgitate that again, but I did want to show one example. And just for the sake of making sure it's not blurry and that you can hear me, I'm just going to share this live again. I was going to show it right here so you would see but the content I'm about to share is actually what's going to be in the playbook. So if you're like,"What do you mean there's expert videos in here with the just-in-time learning?"Let me switch back and I'll show you what is actually some of the content from this here.
20:54So we have this example here. And again, assuming you've just learned about the problem framing map, we want to look at what does that look like? And I heard about this story recently and I really thought it was interesting. In 2013, the US government was trying to make healthcare available to everyone, so they said,"Let's set up this website."Well, they go and they launch this website, but they have a problem.
21:15They have a big problem. Every person was getting this screen when they went to go to use the website. So they're trying to do this great initiative to get healthcare access to all Americans, but the website is broken. The website is not crashing. Now, what if we had a tool to map out to understand before we jump to solutions what actually is the problem? So you have the US government, what job are they trying to do? They're trying to set up a working healthcare website.
21:40Desired outcome, where do they want to get to? They want citizens to be able to set up and access healthcare online. Currently, the website crashed at the launch, but certain aspects aspects of the site were working correctly. Now, at this point, you might look at this and see another perspective. So we've looked at it from one point of view. Now we're going to look at it from another perspective, another set of stakeholders, the website contractors.
22:06So they were the ones who were setting it up. Now, if I was trying to map out and understand this problem, I might look at this and try to do a first pass at the problem framing map. And maybe I don't know exactly, but I might take my best step step forward and put down some sticky notes of what I think would be true for the website contractors. So you would imagine their job is to deliver their projects on time, to meet requirements. You can imagine that their desired outcome, obviously, is a successful web application. A blocker from them might be coordinating with
22:36other contractors. It's a big, complex web application. An enabler, obviously, they have a lot of resources behind them. But, when we look at this, there is an initial problem framing that we have here. So, if you look, I have a little visual here. Problem framing, maybe you have this first problem framing, maybe there's another one. And downstream of your problem framing, you have solutions. So, if I have problem framing number one, I might generate this idea or this idea. But, if I change my entire problem framing, it's going to
23:06lead to different types of solutions.
23:07So, if I look at this current situation, you might have a problem framing where you say,"We don't have enough contractors."That might be where you start your problem framing understanding. And from that, you might come up with solutions."We should hire more contractors. We should hire better contractors."Now, these solutions are coming out of this problem framing. Now, we want to, if we look at that initial problem framing map, it's based on assumptions. We've just kind of started putting some sticky notes down. We think this is true. We want to move to
23:36evidence. So, imagine we had this problem framing map, and we actually said,"Let's interrogate these sticky notes. Let's see if we have evidence behind these things. Let's go talk to some website contractors. Let's see, are these sticky notes actually true?"And they did that. And what ended up happening is they found there was big differences with these two sticky notes.
23:57So, they said,"What's What's holding you back, website contractors?"
24:01And they were expecting them to say coordinating with other contractors. And actually, they never mentioned that at all, because that wasn't any part of their scope. It wasn't included in what they were trying to do. And their desired outcome was not a successful web application. They were each given a chunk of the project, a chunk of the overall whole. So, their desired outcome was not the successful web application.
24:23Their desired outcome Let me finish my piece of the puzzle, my individual piece. So, they found these two sticky notes when they tried to get evidence, when they tried to interrogate, were incorrect. So, if you were to go back to this visual, they thought initially this was our issue. We We don't have enough contractors. They used And again, I'm just kind of retrofitting. They didn't have a problem framing that, but imagine they had that. They look at it, they interrogate it. Actually, no one know No one owns the entire system working together. This is a completely different
24:52problem framing. And if we look at solutions here, now we need to coordinate the end-to-end flow between the contractors. We need to maybe put a contractor in charge of that. And that's actually what they did. And from that, they were able to move forward and get things working with that website. But I just wanted to highlight how you have an initial framing, you get evidence, you interrogate those sticky notes, and then that can lead to a refined problem framing, and the solutions you come up with are going to be very different depending on that. Go ahead, Alex. I see
25:22Yeah, I just want to react to a couple of people, you know, say,"Oh, where's the problem? Where's the problem?"
25:27Because that's actually something really, really important that when we came up with this, we realized a lot of people are just talking about a problem without framing where you want to go. The problem is when you can't get to where you want to go. So, if you haven't defined the outcome, and just, you know, you know, pontificating around a problem, in quotes, is actually not not great at all. So, the current reality, there's things that are problem, there's things that are working. And the way you
25:56framed it, I really like that because it shows we need to go deeper into the problem, the challenge, get these things out there before we take a solution direction. And something I just saw today, you know, this morning in a meeting with that Sebastian who's going to speak afterwards. So, having that clarity where we want to go and what's holding us back, that really defines the problem in the context of where we want to land, not in the context of the
26:24solution. So, uh really, really powerful to not immediately just start with problem, but with desired outcomes.
26:32And people really are tempted to go to that problem framing statement or some sort of state but it's so hard to work with that. When you have these sticky notes, you can investigate is this sticky note true? It's It ends up being a little bit too difficult to kind of do that with that zoomed in view. So if I jump back here, let me get to where I was. So, the last piece I want to transition over to Tende now. So, I mentioned step-by-step guidance, I mentioned those expert videos. I gave you a little teaser of what would be in some of those videos. That content is
27:00again directly pulled from that. Then we have these pre-structured activities and allows team collaboration. So, I'm going to transition now over to Tende and he's going to show us what that actually looks like for this playbook.
27:14All right, thank you Kurt. Um and yeah, it was really cool seeing the examples and also watching some of the conversations that are happening online where people are like,"What's the problem?"And how does this And I think it's really And then after they've asked the question, then they then you start to notice exactly as you're building it out that actually you know, the the the problem becomes becomes really clear.
27:34So, I'm just going to share my screen here. And the first place I want to start is by introducing a colleague of ours, Lilly Says.
27:47Hello, hi. We've worked together before.
27:50Uh so, Lilly um used to be uh the senior innovation manager at Gerresheimer. Um which is a a a Swiss farmer packaging company. Uh Lilly was one of the first people I see attended the buying workshop, Alex.
28:07Uh at at at our old offices in uh in uh in Morschen in Pfäffikon. Uh so, so that was pretty cool. Uh so, so that's where we first met. But Lilly has now left um Gerresheimer and is now working as an independent coach and advisor for startups, large organizations. And one of the roles she has is working with um scientists at the University of Basel uh who are trying to commercialize their
28:36molecules. All right. So, they you know they they've invented uh and they're trying to work with with the with pharma companies. So, they've invented really cool medicines and they try and they're trying to to commercialize those. So, I guess my first question to you Lilly is after seeing what Kurt shared uh what what do scientists typically get wrong when they're trying to describe their problems or you know what what is the biggest challenge that scientists typically have?
29:01So, first of all, have me like make me understand what they're working on. So, I think So, I uh teach these um entrepreneurship course which is full of scientists, PhD students, postdocs and they have like experimental experimental physicists there.
29:18But, they have an idea. Okay, you need to make me understand it and I'm not I don't have any science background. So, first thing what I've seen is to kind of dumb it down for an audience that doesn't have your expertise.
29:30Right. So, they're they're they're constantly talking molecules and trying to get investors to fund them while talking just molecules.
29:37Big words for me. So, yeah.
29:40All right. No, no that No, no no that's fantastic. So, I guess in terms of the stakeholders that that that that you're working with, we're going to have scientists here um which are PhDs and and and postdocs talking molecules and trying to get uh investors interested. So, I guess in terms of the job they're trying to accomplish, what would you say their first job would be, right?
30:03So, they go to the course uh wanting to commercialize their idea. Uh so, one thing that is part of the course is like how to pitch to investors. So, learning how to do that. So, that's also a way to uh talk to an audience that doesn't have your expertise to that level. Um and learn to be an entrepreneur.
30:26Right. So, let's let's just talk about commercialize ideas first. They're trying to They're trying to Yeah.
30:32this idea they have into some kind of business.
30:37So, cool um the science could be strong, but that's just not enough. You need to make it commercial, right?
30:45Right. And then you work with them as well to figure out how they can kind of pitch investors.
30:52And what are the investors perhaps asking? Like Yeah.
30:55to learn how to be an entrepreneur, to get it like make it a job, make it make it something that comes out of the lab and to the patients.
31:04Okay. So, beyond being a scientist now, like how do you actually become the become an entrepreneur? Okay. All right.
31:11Cool. So, let's just kind of stick with those three for for the time being. If they accomplish any if they accomplish some of these, like what would actually Like for example, when it comes to cool, you know, commercializing the idea, like what is one of their main desired outcomes there?
31:25I'd say like finding a partner.
31:27Like either it's a farmer who then buys the the the IP, the the science, then begins to manufacture. Perhaps it's perhaps it's a partner who can create it if it's like medtech. So, it's a partners because those are ideas that need quite a big machine to actually get them from the lab to the market. So, I'd say finding a farmer partner.
31:56Finding money because also that journey takes a lot of money. So, find having someone fund it. Um and then building the team around it would be I think a major thing.
32:14Right. So, so you so you if they learn entrepreneurship, they could like build a team and Yeah.
32:20and sort of manage and grow that that that that that startup that they have over time. Yeah.
32:25Yeah, because they're really what I see that they they can talk about the the science for like forever, but they might not have the the talents, the skills, or even the really the the want to make it commercial. Like how it is to talk to others so you need to kind of hire or partner up with people who have skills that you don't have. So, I think that's a major thing. You can find scientists to spar with but that's is not everything you need.
32:52Right. Right. No no that actually makes a lot of sense. So, if they're like trying to work with a farmer then what are the blockers that they face? Like what actually gets in the way?
33:04Well, who to talk at pharma. So, I'm based in Basel which is like a pharma metric pharma here but if you work in a lab, how do you know who to talk to from the pharma side?
33:19Okay, so yeah and and and how to get into contact with them.
33:23And what are they actually looking for? Like like they're they're looking to find someone to manufacture their product, they're looking for somebody to do clinical trials with?
33:33Yeah, for some it could be like is this something that matches your pipeline?
33:40Like if if it's something that would be ready to go to clinical trials, what would that mean?
33:47Also like the manufacturing like can you partner up with manufacturing like a test batch or something?
33:56Could be a lab partnership.
34:01Right. Right. Okay. I just captured pipeline and and and and clinical trials for that. Just to illustrate how the how how how how how the tool works. Um I remember you were also saying something about that they they they need to understand how just the health system works.
34:19Yeah, so this is something I've seen that um like I'm in Europe so depending what their idea is like how does it fit to the existing health care system? So, if it like what I mean like the science could be robust and it works and there's a need like there's a patient population for it but like how do you get in there? Like what is the insurance reimbursement like you have in Switzerland, Germany?
34:44And then you have the different models in like the UK and the Nordics.
34:49How does it fit there?
34:51And then even if it goes through there, like how do you then get the doctors to prescribe it? Like all those different pieces need to match and sometimes I find it that they just go that the science works. There is a need. Okay, I get that and I I trust you on that. But like, where does it go in the value chain of the like the healthcare system? So that kind of expertise, like how do you get the regulatory like the approvals and and all that?
35:19No, that's great. That's great. Working with doctors live typing, the worst thing that I've ever been made to do. Who is I doing this? This was you, Alex. Who is making me do this?
35:29All right, cool. So, let's go to enablers. What are some of the enablers that they actually have access to in the in this environment that they are actually working?
35:39So this group is for the they are the course is by the University of Basel. So that is a amazing institute. So they're in the center of like a the innovation hub in Basel. So the like the the university provides them the environment that the ecosystem. of all these players.
36:01Yes, say more about that. Say more about So they provide throughout the course different experts from from the industry. So be it from like the pharma contacts, they get all the like regulatory, they get like guidance on like if you have IP, like what would the patent path look like.
36:23They get they the university organizes the investors to come in so they can pitch. There's already like a room full of investors specifically looking at these things that they're working on so they don't have to go and find those. So there's a lot of enabling happening from the university side. They're doing an amazing job there.
36:44No, that's cool. That's cool. Um anything else around just being in that kind of Swiss Basel environment, right?
36:51Cuz I can see how like you can see the university it gives you access They're also like um the Basel University is in close contact with the like Stanford, so they have the other universities the the leading universities of the world. So, there's that kind of a knowledge uh exchange uh and also they are partnering with the the big pharma here like uh it's always Roche and Novartis, but like they have already
37:21those links existing.
37:24So, that means that the scientists can actually leverage the the these sort of different partnerships.
37:32All right, cool. So, so that's a rough version of a problem framing map for your for your scientists.
37:38Given that you actually is given that this is the first time you you've done this, uh can you just say a little bit about how this might impact the way you coach and support the the these scientists?
37:50Well, what this makes me like a introspection uh is that um I've been maybe like trying to help with the blockers only, but now I think that the university helps with most of that. But I think maybe where I can bring them value is how to talk to the enablers that they have within the university network and like prioritize what might come first and
38:20for the focus that they might have. So, I think this I might have to think about it this a bit more and come back to you, but this is excellent.
38:27All right, cool. No, no, no. Thank you, Lily. Can you see Alex as uh I I like that you added the the enablers thing here as Lily is is actually pointing out, right? Because sometimes when we when we're framing problems, we only frame the blockers. But actually sometimes yeah.
38:44Yeah. It's huge because it can help then also when you go towards the solution, you look at the things that really work, right? And it sounds, you know, people always like to then say,"Yeah, but that's trivial."
38:57Well, the point is to have a simple tool that makes things a bit more systematic with a shared language, right? So, we're not reinventing the space. We're just making it the tool simpler so that people can can you know, can get there.
39:10Because I always always smile when people say,"Yeah, it's not new."Well, it's not about new, it's about getting things done. And at the end, you know, I think the adoption will show if we got it right or not because this is not natural science, right? Tools are tools.
39:25We design them, human-made, and the good tools take off, and those that are not so good, then you know, people won't with their feet. So, I think we went through a couple of iterations, and now we'll see, you know, how how this is taking off.
39:37Exactly. And it's not Yeah, exactly. And this is this is a live demo, of course. I think if if we were like if if we had more time, you know, with Kurt, we would dive deeper into actually really really getting the scope of the problems and and getting them much more focused before we before we got to the to the to the problem framing map itself. But, yeah, thank you, Lily.
39:57Thank you so much for joining us, and back to you, Kurt.
40:01Yep. And we're going to now I think there's even some questions in the the chat that I think will be perfectly served by going over to you, Alex, and bring this to life with a real collab that's happening right now and I'll let you and Sebastian kind of take the floor now.
40:15Yep. Thanks a lot. Is this um working? Can you actually see my screen?
40:20Should be. Um I'm going to run out of time. I have to going to have to run a keynote, but I have a special guest today, so really really appreciate uh uh Sebastian joining. I'm going to introduce Sebastian Miller in a second, and you're going to have to tell us, Sebastian, how this whole thing started. Cuz I remember, um, ending up at, you know, the Innovation Hub 110 of Polizeipräsidium and giving a keynote. You know, the police force president was there, and I Googled like, oh
40:50uh chat GPT I don't remember how many people actually work there and wow it blew me away it's quite a big organization right so really really excited to introduce Sebastian in a second and just that you know shows we're very like-minded people because this was from one of our dinner meetings where we started to sketch out how the playbook for for the police force Hessen kind of could look like. So Sebastian maybe you
41:19know give give a quick intro of yourself what you do at the police force Hessen and and how did I end up there I can't even remember I just remember we had a great contact and I ended up giving a talk to a whole bunch of people from and at the innovation hub which was awesome.
41:37Yes, my name is Sebastian. I'm living in Frankfurt; we are based in Frankfurt.
41:41And um, the Hessen police force is a state police force, so we have 22,000 employees, and we are classical administration, as you can imagine. And we, uh, here at the Innovation Hub 110, which is the innovation unit of the whole Hessen police force, and we have around 250 employees. And what is our job? Our job is to innovate and to make the jobs of all police officers in our state better
42:09and more efficient in the end, and for this, of course, we are addressing the topic of innovation. But we have a huge challenge, um, cuz our organization as a police force is highly hierarchical and bureaucratic, so it's a huge tanker which is giving stability to give, um, security for all the citizens in our state.
42:33And this is a challenge, cuz on the other hand, we need something which is kind of an innovation engine, cuz we need to adapt as a police force to new realities. We know that crime is always evolving and there are new forms of crime developing all the time and especially technology is a huge It's It's catalyzing this development.
42:55And how is the police force as a tanker with this bureaucratic system adapting to those new realities? And this was the initial point to contact Alex cuz I was reading an article the dual mindset organization. I thought this is a very very interesting concept to think about how on one side are you developing the new How are you really confronting realities which police forces are confrontated every day.
43:23And on the other hand, how can you be stable as an organization to serve with the solutions you have in mind. So, this is the dual mindset which we then discovered that explore exploit is of course making huge sense. And how can we start with the to explore as a real explore engine? And this is what I think was the starting point to contact you and to start this collaboration.
43:49And I was super excited, right? So, while I was there for a client in Frankfurt, you know, we used this opportunity to to kick this off.
43:58Now, we can't yet talk about the specific topic, right? That's why we're not mapping out your your your problem framing map that one of the teams started working on. But I'd love to hear some insights because this is a really fresh. You know, what are the things that changed if we take you using or a team using the problem framing map and going through this process. Is there anything that changed in the mindset of you already said it's a hierarchical organization, but just in
44:27terms of the the way the team is working on a specific challenge?
44:32So, I think in general there there are two two worlds which are existing in the police organization. The first world is on the street where crime is happening and is also visible for citizens. And the police force on the street is being highly in their operational lives and they're executing directly.
44:53And then on the other side, you have administration work. And the administration is full of planning, planning, planning, planning, and a less of execution. So, on the street, over executing and executing what is being necessary. And in the administration, over planning and under execution. It's a huge challenge. So, that's how the two worlds in general. What is helping us this two things. The first one is the playbook itself. Cuz the playbook is giving us an
45:21orientation to run through an explore process. And why is this important?
45:26Cuz we are working with police officers every day. So, they are the somehow experts in the problem, but they are too much experts. And this is a classical problem itself. So, they think they know already the solution. And especially the higher you jump up the ladder in the hierarchy, the more you will find people who think they know already the solution.
45:52But we need to go out into the field, do interviews, and find out what is the actual problem. And the problem framing map is helping us to not have assumptions, to bring the evidence, and to understand through interviews. So, we use the sailboat interviews, which is was helping the team very, very good. Uh and they are not innovation experts.
46:14They are police officers. So, it needs to be a simple access point, very visual visual to get simplicity, cuz the complexity of our challenges is complex enough. So, um I believe that um actually to some degree, always ideas are happening, and the ideas are not the problem.
46:39The problem is that they don't have any evidence. And I think this is a very nice association when you think about police work. So, what are we doing? We in the end, it's about coming from the crime scene to the courtroom.
46:52And when you in the courtroom, what is what matters?
46:58No. Evidence? Yes. So, this is kind of the analogy between how police work, successfully works, and also how I think the problem framing map and the playbook we co-created works.
47:13And and I like that first part, right?
47:15Because we co-created this process which you you know, really goes right into the playbook that you know, Kurt was working on. We have a first phase which is just around framing the challenge. Then only when we have and here's the keyword, when we have the evidence from experimentation. So, we test the problem. And that's the piece that really stood out for me that we never talked solution until we have the evidence that gives us confidence to move forward on a specific challenge which is the second phase. So, I'm
47:45drawing right here what we were Actually, this came out of a dinner conversation. And then once we have evidence for the solution concept, that's when we actually go and start prototyping, right? But the the thing that stood out for me also in like we had a a meeting with the team they were presenting and wow, it was world-class.
48:03They really found a challenge that they would have not discovered if they hadn't gone through this discovery process. So, it was really problem discovery and you know, the problem framing map is a hypothesis. So, one of the people was asking the chat, I can't remember who it was. And they were so, why don't we start with hypothesis first? Here's actually what the team did first. They went with hypothesis and they tried to boil the ocean, but then when they went focused right back on the problem
48:32framing map and took that as the hypothesis, went to experiment, things kind of emerged. So, pretty fascinating to see, you know, what came out of that.
48:41If you had to describe with one word, Sebastian, like you know, or or one sentence, what stood out? Like what's the difference between how these teams work before and and how what we got them to do today? Because it was brilliant how they were working. Looked like they have done this for their entire lives.
49:03Well, in general, I think that they there was a certain spirit in the team, and this was for me actually the most um incredible to realize. So, usually police organizations are organized in silos. And people are doing their jobs, which needs to be done. But, I loved the spirit. So, we created a team, and I think they aligned in the spirit to align into a meaningful problem.
49:30And I think to identify meaningful problem is for me kind of the core.
49:37As police force, we are being financed by the public, by tax money. So, we need to critically reflect on which activities and outcomes are we investing the budgets we have. And right now, we are in a time where our budgets are getting reduced. So, this question is even more relevant.
50:00Which problems are big enough to take care of, to find and invest into solutions?
50:08Awesome. Thanks, Sebastian, for being with us. And thank thanks, Lilly, also. I'll say to both of you, because we love having practitioners in our webinar. I think I'll throw it right back to Kurt. And I'm going to have to say goodbye pretty soon, actually. So, apologies for that.
50:24I would just echo that. It's so great to have Lilly on the call. Also great to have Sebastian. Alex, thanks. I know you have a keynote you're about to run to, so you might see Alex kind of pop off the video feed here. But, big thanks to everyone. Great to have you guys speakers at FICO. You guys really brought it to life. What I want to do to wrap this up is just cover a few of the logistics that I hit on at the beginning. And then I think we might have time for a little bit of Q&A. So, if I share here.
50:49Give me 1 sec. I will share my screen.
50:54And just talk you through a little bit of some things that might be useful to be aware of. So, we're talking about this playbook, and just to be very explicit, there are two ways kind of do this work with your team. If you do want to be coached directly through this, you can reach out to us. We'll do a little poll in a minute if you want to like put your email or be contacted if you want to see kind of strategizer's mentioning us working with them kind of customizing the playbook, kind of seeing what that looks like. That's the coach option. And obviously I've mentioned before the
51:22self-guided. We have these playbooks that have been designed to be run through with you and your team without needing strategizer in the room. That's that strategizer playbook library. So, those are the two options that we have. Um and yeah, and if you're wanting more information, please feel free to reach out. I did mention if you weren't here at the start, we're very, very few seats left.
51:45In a a week or two we're going to have our five-day strategizer bootcamp. It's on top of a mountain in Switzerland. If you're interested in the strategizer methodology, if you want to become an expert coach, if you want to become certified as a strategizer coach, this would be the place to do it. If you want to really jump in to the strategizer universe and tools and learn what it looks like, we're going to give away all our secrets, all our workshops, all our kind of behind-the-scenes stuff at this.
52:13So, if you want to join Alex on top of the mountain, again, only a few seats left there.
52:17And really a lot of what this webinar has been about is wanting to let you know that this idea of the problem framing map, some people always are asking us when is the next book coming out? And we've really made this shift from books to playbooks. And the reason we've done that is we found it's the best way to get this in the hands of people. And even like some of our books, we've made changes. The content has iterated. Even I'm about to talk about our next webinar, the content and the playbook for our next webinar, Alex and
52:47I over the past two months we've iterated 10 times. I had to like go back and count. 10 times on the content. So, we delivered it to a client, then we made some tweaks and delivered it again.
52:56And we did that process 10 times. And that is the type of content that gets into the playbook library that then again, you get that guidance with. Now, with a book, you got to get it all correct, then you got to get it printed, and obviously you can do reprints, but we have the ability with our playbooks to constantly be making updates, be putting our latest thinking in there.
53:15So, super excited to have this Problem Framing Playbook now in the library, so you guys can get your hands on it.
53:22Um and one thing sometimes people I actually we went through in great detail what it looks like what these playbooks are about, but we do have a 14-day money-back guarantee. So, if you're curious, like if he's talking about these playbooks, this playbook library, go ahead, check it out. If you realize this isn't what I thought it was, this isn't for me, there's a 14-day money-back, no questions asked there.
53:42So, definitely check that out. And I think the only other big announcement, our next webinar I'm super excited about, differentiate your value proposition. We often have people who come to us and they want to differentiate, but they kind of look at how to differentiate from competition, but they lose track of what matters to customers. So, we're actually designing right now a playbook. This is the one I mentioned that we've been iterating with different clients.
54:07We were going to release it, so if you've been on our platform, you've probably seen coming soon differentiate your value proposition, a new playbook.
54:15We were going to make it, and then we've been delivering it to clients, and we keep updating and improving it. So, we're very excited. We we've set a date in stone. Our next webinar is we're going to be releasing the differentiate your value proposition playbook, and we'll be sharing a bunch of content there. I think Jerry might end up sharing in the Zoom chat. We don't have the page up for that yet, but if you want to join our newsletter, he'll share a link in the the Zoom chat. You can join our newsletter. Tenny does a great weekly newsletter, and you can hear about when that uh upcoming webinar is
54:44going to happen, and yes, get all the information for that. And I think it might already have gone up. We'd love to get your feedback. We're always looking to improve and know how this went, so that we can improve and make each webinar moving forward more valuable.
54:59And I will stop here, and I think we might have a minute or two. I don't know if Tenny, if you've been able to keep an eye on the the chat here or the questions. Let's see if you can answer one or two questions.
55:12The the one question though they're asking to distinguish between problems and hypotheses. And so I just quickly answered that by just saying, well, I mean with the with the now context the problems are are the needs people have, right? The the the challenges that they're facing. And then for that we then come up with solutions. And then hypotheses are whatever needs to be true for the solution to work.
55:35And so hypotheses are mostly framed around the actual solution itself and not just around around around the problem. Yeah.
55:43I love even that process of you can kind of map out with a problem framing map and then every sticky note you're putting on there is a hypothesis. You're saying we believe this is an outcome that they care about. This is a blocker for them, but it's a hypothesis. We can check it. One other question I saw was how does this kind of relate to customer profile and some of those other tools?
56:03So just to hit on that a little bit, even you saw Sebastian on this call, Sebastian came to Alex and said we want to work together, but it's like with that context they're working on problems. They're not necessarily needing to do a business case. They're not needing to map out their value proposition, their customer profile, their jobs, pains, and gains. How can we map out the problems? How can we provide something that is outside of that business case? So that's a little bit of the genesis. So it's not that it replaces customer profile, it sits
56:32alongside it and can tackle a different kind of area there. Maybe one last question, Tendayi, or anything you want to add to that?
56:40No, no, no, no, no, that's it. And then with with the context like like like like Lilly who is like years of experience working in pharma, right?
56:46She's been working in pharma for for for for a really really long time and taking some of that expertise and trying to share it with with with with with with scientists in the world. We were doing like a quick hack and a and a quick map, but if you double clicked on any of those stickies, right? You you you can actually go deeper cuz I think some of the commentary was maybe about the lack of depth or or lack of shallowness. We were we were just trying to illustrate how you might use the tool, but when you're actually in the context and coaching, you get to go deeper. And if you go on the playbook,
57:15you'll see that there are a whole process on then defining the scope and getting even more precise in in terms of actually different defining the problem. So again, thank thank thank you Lily as well for for joining us and bringing your world-class expertise to the conversation.
57:32Yes, of course that Close with another thank you to Lily, another thank you to Sebastian. Thank you guys so much to credit so much value to join us on this webinar.