image by Sebastiaan ter Burg via Flickr Creative Commons license

Achieve “Impossible” Results Predictably


Making an experience map often leads to creative insights into what is required at various points in the journey. But just stating the problem to be solved isn’t enough to inspire people to open their minds, break through barriers, and generate innovative solutions. This is a great time to craft what’s called a challenge statement.

Writing a good challenge statement isn’t rocket science. I like to start with Joel Barker’s paradigm-­‐shifting question: “What seems impossible today, but if it WERE possible, would transform X for the better?” Based on this, create a one-­‐sentence statement that is the focus of the rest of your project. While creating your challenge statement, here are the most important things to keep in mind:

  • It must be focused on the desired future.
  • It must describe this future in a way that inspires and engages the team.
  • It must NOT prescribe HOW to achieve the future state. Armed with your passion-­‐inducing challenge statement, it’s time to create the fabulous future!

But, before jumping into HOW you will achieve the future to which you aspire, you must spend time imagining it vividly.

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