Create your Challenge Statement
WHAT: A challenge statement is an easy way to get everyone on exactly the same page about the problem you’re trying to solve or focus on for your generation of ideas.
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WHY: If you’ve conducted a SCAN, then a challenge statement takes the most important customer JTBD you've uncovered and frames them as an opportunity for innovation, which makes it easy to come up with ideas to solve for them. If you haven't done a full scan, then a challenge statement is still useful. Challenge statements bring real clarity to any idea generation session.
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HOW: Challenge statements always:
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Start with 'How can...’​
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Are clear and specific in their connection with the uncovered JTBD​
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Are fun and exciting
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Have a context paragraph that provides additional details for the people you're collaborating with
Example
As an example, Manager of Ground Control, Jason Judge undertook a project to make Get Connected the best possible experience for all Starlighters. Through his SCAN, he found that a key JTBD for Starlighters is to feel useful during their Get Connected session.
Jason's challenge was:
"How can we make sure every Starlighter feels useful during their Get Connected so they’ll have a magical experience they'll rave about to everyone?"
Jason could then invite a group of people along to come up with ideas that would be useful! Imagine if he'd just said "How can we make Get Connected better? - the ideas would have been all over the place and might not have met Starlighters needs!