Often we want to dive in and start brainstorming solutions to an existing problem. However, it might make more sense to initially figure out what’s driving or causing that problem. In brainstorming terms, this process is called a Drivers Analysis.
The first step of a Drivers Analysis is no different than any other brainstorm session: identify the problem.
Once you’ve done that, rather than focusing on coming up with solutions, try to work out the reason this problem exists. It can be helpful to ask the group questions that address who, what, when, where, why and how. For instance, if sales are down, you might ask, “What are our competitors doing more effectively?” Or, “How have we changed our sales processes lately?”
As brainstorm participants offer their answers to these questions, you will see possible solutions coming to light. Continuing with the example above, you might realize that your company cut back on advertising around the same time your competitors released a popular new commercial on social media. It quickly becomes clear that reassessing your company’s advertising strategy is a solution to the problem.