### “I would spend the first fifty-five minutes identifying the problem and the last five minutes solving it.”

Albert Einstein was once asked, “If some imminent disaster threatened the world and you had one hour in which you knew you could save it, how would you spend your time?”

Einstein replied, “I would spend the first fifty-five minutes identifying the problem and the last five minutes solving it. For the formulation of a problem is often far more essential than its solution, which may be merely a matter of mathematical or experimental skill.”

Keep this in mind: The wording you use to describe a problem will determine how you will solve that problem. How do you explore the problem space to be sure you find the best definition of your problem? Language. In Creative Problem Solving it is all about how you phrase your problem.

Consider the following two statements:

“We don’t have enough money.”

“It’s too expensive.”

These two statements block your thinking. They send messages to your brain that there isn’t a way to solve the problem.

Now consider the following two questions:

“How might we raise the money?”

“How might we reduce the cost?”

By comparison, these two questions open your mind to look for possible solutions to the problem. They provoke ideas that could solve your problem.

It is all about how you phrase your problem. Yes, it is true; people associate creativity with brainstorming and generating massive amounts of ideas. However, in my 35 years of experience, clarifying your problem is as important or EVEN MORE important than generating all those great ideas. It does absolutely no good to generate ideas for solving the wrong problem.

My suggestion: spend time generating a variety of different ways to define your problem first. The process is the same for clarifying your problem as it is for producing ideas. Just as you generate all those creative ideas for solving a problem using a technique like brainstorming; you can also brainstorm plenty of different ways to define a problem.

Give it a try. Next time you need to solve a tough problem, back up a step. Don’t rush to solve that problem. Instead, generate at least 10 to 15 different ways of restating the problem. Turn your problem into a question. Begin your statements with the phrase, “How to …” or “How might….” Once you have generated a variety of ways to redefine your problem, take a look at the new questions. Only then should you select the best definition of the problem on which to generate ideas.

Trust my 38 years of experience in this business. It is worth the extra time to identify the correct problem. It will pay great dividends when you find that the ideas you generate are right on target.

Think about it—if it was good enough for Einstein, it will definitely work for you.

Roger Firestien with Cher Ravenell