The document provides a structured approach to crafting a problem statement, focusing on understanding the customer deeply by addressing their fears, beliefs, and needs. It presents practical examples, such as Maria Garcia, a 43-year-old woman considering a nursing program, elaborating on her situation and challenges. The document emphasizes identifying real problems and formulating supportive solutions to help customers manage their circumstances effectively.

1. How to Craft a Problem Statement

2. 2
HI, I’M MJ.

3. 3
LETS GET PRACTICAL

4. 4
CUSTOMER PROBLEM LOVABLE SPEED

5. 4
CUSTOMER PROBLEM LOVABLE SPEED
PROBLEM STATEMENT

6. 5
STEP ONE
KNOW YOUR CUSTOMER

7. 6
STEP ONE
KNOW YOUR CUSTOMER

8. 6
STEP ONE
KNOW YOUR CUSTOMER
Really get to know

9. 7
STEP ONE
SITUATION
FEARS
BELIEFS
NEEDS

10. 8
43 year old female
Two kids
Lives in MN
Has undergrad
HHI: $50,000
Searched: Nursing program
DEMOGRAPHIC IS
NOT ENOUGH

11. 9
Maria Garcia is a 43 year old woman living
in MN with two active kids - she’s busy.
She wants a better life for her family and
believes nursing can provide that future.
She’s scared that she won’t finish and is
worried about the time commitment.
She makes enough money to pay the bills
but is going to need financial aid.
She needs a support system
and constant motivation.
CONTEXT IS EVERYTHING
43 year old female
Two kids
Lives in MN
Has undergrad
HHI: $50,000
Searched: Nursing program
DEMOGRAPHIC IS
NOT ENOUGH

12. 10
STEP ONE
CONTEXT UNLOCKS INNOVATION
How might we help Maria better manage all of her time?
How might we help Maria feel less scared about her decision to go back to school?
How might we surround Maria with a proactive support system?
How might we engage Maria’s family to keep her motivated when times get tough?

13. 11
STEP TWO
SOLVE A REAL PROBLEM

14. 12
STEP TWO
WHAT ARE
THEY HIRING
YOU TO DO?

15. 13
STEP TWO
SUPPORT MY
FAMILY
FEEL BETTER
ABOUT MYSELF
PROVE I HAVE
THE SKILLS

16. 14
LETS PRACTICE

17. 15
SITUATION
FEARS
BELIEFS
WHO JOB
WANTS
NEEDS
STRUGGLES

18. 16
SITUATION
FEARS
BELIEFS
WHO
Jane Doe is a 31 year old woman living in MN
with two kids - she’s busy. She wants a happy
life for her family and believes being active is
key to that future. She’s nervous that she
doesn’t know how to get her whole family
involved and she’ll be alone in this journey.
She’s worried that her kids would rather play
video games and that her husband isn’t on
the same page as her.
She’s active enough to get started but needs
activities her whole family will love.
JANE DOE

19. WANTS
To keep her family active
To get everyone involved
A happy and healthy family
NEEDS
Inspiration for her family
Suggested and recommended actives
Validation that others are doing it too
STRUGGLES
Staying motivated
Convincing her husband he should participate
Getting kids away from their screens
17
JOB
WANTS
NEEDS
STRUGGLES

20. 18
SITUATION
FEARS
BELIEFS
WHO JOB
WANTS
NEEDS
STRUGGLES

21. 19
WORKING TIME

22. 20
THANK YOU

23. WE GROW BUSINESSES
DREAM BIG. IMPLEMENT SMALL. INVENT NOW.
BET THE GARDEN, NOT THE FARM.
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