Facilitator Kits
The Problem Framing Playbook gives you a proven system to define the right problem, align decision-makers, and move forward with confidence — in 1 day or less.
With the rise of AI, building is faster and cheaper than ever. But in a world where anything can be built, the hardest part is knowing what to build — and aligning your team around it. Use it when…
The Playbook walks you through a clear, repeatable 4-phase workshop process: Contextualize the Problem, Justify the Business Need, Understand the Customer, and Define the Problem Statement. Each phase is designed to help you guide a team from ambiguity to alignment — balancing open discussion with structured decision-making.
Preparation is everything — and this Playbook teaches you how to do it right. From mapping the Minimum Viable Segment to assembling the right mix of decision-makers, it outlines how to identify key stakeholders, visualize your research, and avoid the classic trap of misalignment. You’ll learn how to turn insights into compelling visuals and build trust before the session even starts.
This Playbook helps you understand when Problem Framing is the right tool, depending on the challenges you’re facing — from unclear strategy and team misalignment to undefined customer segments and unvalidated assumptions. Instead of offering abstract case studies, it gives you practical guidance to connect the method to your specific scenario: whether you’re launching a new value proposition, dealing with agile chaos, prioritizing innovation ideas, or preparing for a hackathon.
The Playbook equips you with ready-to-use templates for every key exercise, so you’re never starting from scratch. You’ll get visual, workshop-tested tools for Stakeholder Mapping, the 4U Framework, Proto-Personas, House Inspection, Weather Forecast, and the Problem Statement Builder — all designed to support structured conversations and faster decisions.
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Can I really run a Problem Framing Workshop just using this Playbook?
Yes — and that’s exactly what it’s designed for. The Playbook doesn’t just explain the theory — it gives you everything you need to facilitate a high-stakes workshop with confidence: a step-by-step agenda, facilitation guidance, workshop structure, and proven exercises like Stakeholder Mapping, Customer Journey Mapping, and the 4U Framework. If you’re new to facilitation, it will guide you. If you’re experienced, it will sharpen your approach. And if you want even more support, there’s an optional Facilitator Pack that includes slides, editable templates, and a ready-to-use Miro board. No fluff — just what works.
Who created the Problem Framing Playbook
John and Dana Vetan, co-founders of Design Sprint Academy, developed the Problem Framing method after years of running high-stakes Design Sprints inside large organizations. They consistently saw great ideas fall flat — not because teams lacked creativity, but because they lacked clarity. Stakeholders weren’t aligned, and teams were solving the wrong problems. So John and Dana built a structured way to define the right problem first. In 2018, Google invited them to run a deep-dive session at their San Francisco campus — and since then, their method has been adopted by product and innovation teams at SAP, HSBC, Red Bull, eBay, the World Bank, and more. The Playbook captures their hard-earned lessons — so you can apply them in your own work, faster.
Who is the Problem Framing Playbook for?
This Playbook is designed for anyone who leads strategic conversations or needs to bring clarity to complex decisions. Whether you’re a product manager, innovation consultant, design sprint facilitator, or team lead, this guide gives you the tools to align stakeholders, uncover the real problem, and make smarter decisions — faster. It’s especially useful if you’ve ever been stuck in vague meetings, faced resistance from leadership, or watched great ideas fizzle because the problem wasn’t clear. If your role requires defining what’s worth solving before building, this Playbook was made for you.
What makes this Playbook different from other resources?
Most resources give you frameworks to understand strategy. This Playbook gives you a system to facilitate it. It’s built for real-world use — not theory. Instead of abstract models or fluffy brainstorming tools, it gives you a complete, ready-to-run workshop format that’s been used by teams at Google, HSBC, Red Bull, and the World Bank. You’ll get a structured decision-making process, practical guidance for alignment, and workshop-tested activities designed to cut through noise and get teams to clarity — fast. If you’ve ever left a meeting thinking “we still don’t know what we’re solving,” this is your fix.
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