If we now take a closer look at problems themselves, we learn that problems can be divided into two large groups: structured and unstructured problems.
In the context of creativity and idea generation, the unstructured problems are now particularly interesting for us, since their solution
best, or in many cases exclusively, with creativity and brainstorming.
This fact is also exciting because science has recognized that the number of unstructured problems in our increasingly complex and fast-moving world are in the clear majority today.
But now to the characteristics of the two types of problems:
Structured problems
They are characterized by the fact that we can solve them immediately with our current knowledge and that we can also solve them unambiguously.
Typical examples:
– 2+2 = 4
– A customer who orders from his carpenter the 50cm table in 80cm
– The customer who orders a reprint of his letterhead
– Etc.
Unstructured problems
They are characterized by the fact that we cannot solve them immediately with our know-how and that there are obviously many different solutions or ways to solve them.
Typical examples:
– How do we make our booth more successful?
– How do we fill the pickle jars with cucumbers using our yogurt cup filling machine?
– How do we develop a new process for metal coating?
But why do we need to know all these things about problems?
Because innovations that revolutionize markets usually solve problems that the customer has not even recognized yet!
