Why Problem Solving might be blocking your creativity (and what to do instead)

Finding innovation beyond problems

Imagine this: You’re in mission control, the clock is ticking, and you hear the words: “Houston, we have a problem.”

How do you feel? A wave of anxious excitement? The pulse of urgency as the clock ticks down? Or maybe a surge of adrenaline, propelling you into problem-solving mode?

Scene from Apollo 13 (1995)

For some, the word “problem” is a threat — an obstacle to overcome. For others, it sparks curiosity and new opportunities.

As a designer in the business world, I find myself caught between these two reactions, leading me to ask:

• Do we, as product designers, truly solve problems?
• Or do we fulfill needs and desires to drive business growth?
• Most importantly, does framing challenges as “problems” limit our creativity?

Here’s the twist: What if the word “problem” itself is the barrier to finding the best solutions?

Every day, product designers face challenges — user frustrations, business needs, technical limitations, etc. But is it helpful to frame everything as a “problem”?

In this article, I’ll explore how “problem-solving” can both shape and stifle creativity. We’ll examine the balance between solving problems and fulfilling desires, and how shifting our approach can unlock true innovation.

The “problem” with problem-solving

Product designers are often labeled as “problem solvers”, a title that implies we are here to uncover issues and resolve them efficiently. The typical design process follows this familiar formula:

Workshops are built around uncovering root causes, framing them on sticky notes, and presenting polished solutions to stakeholders. While this approach has its merits, it comes with a hidden drawback — our creativity gets confined by the problem itself.

Take the famous example of Henry Ford.

If Ford had focused solely on solving the “problem” of slow transportation in the early 20th century, he might have simply bred faster horses. Instead, he tapped into a broader need for mobility and freedom, creating cars that revolutionized how we live. This shift from problem-solving to need fulfillment is where true innovation thrives.

Let’s consider this: what if we stopped thinking about challenges solely in terms of problems to be fixed? What if we framed our work around desires rather than obstacles?

As designers, we often become so entrenched in solving problems that we forget to consider the broader context of our work. We get so caught up in identifying “pain points” and “user frustrations” that we overlook deeper motivations — things users want, not just things they don’t like.

Think about the evolution of products like the smartphone. It didn’t just address the “problem” of communication — it tapped into the desire for connection, convenience, and entertainment. And in doing so, it created an entirely new way of living.

When we focus on meeting needs, we invite new possibilities. This is where the magic happens: creativity flows freely when we stop trying to just fix things and start aiming to transform experiences.

The difference between problem-solving and need fulfillment is subtle but powerful.

Problem-solving is inherently limited by the issue at hand — it’s about fixing something that’s broken or uncomfortable. Need fulfillment, on the other hand, takes a broader approach, asking: What do people really want?

When we shift our mindset from solving problems to fulfilling needs, we allow ourselves the freedom to think expansively, embracing possibilities we might otherwise overlook. We’re no longer confined by the boundaries of what’s wrong — we’re empowered to design what could be.

The distinction between solving problems and fulfilling needs is key to unlocking creativity.

• Problem-solving mindset: What’s broken, and how can we fix it?
• Need-focused mindset: What do people desire, and how can we fulfill it in a meaningful way?

Here’s a practical comparison:

A startup wants to reduce churn in its subscription model.

• Problem-solving mindset: Fix onboarding issues or improve cancellation flows.
• Need-focused mindset: Create a personalized, value-driven experience that makes customers want to stay.

An e-commerce platform wants to increase sales.

• Problem-solving mindset: Simplify the checkout process.
• Need-focused mindset: Make shopping enjoyable, create a sense of community, and trust through personalized recommendations.

While both approaches can achieve results, focusing on needs often sparks greater innovation and resonates more deeply with users.

Balancing business goals and creativity

Designers face the challenge of balancing user needs with business objectives. The key to doing so effectively lies in recognizing that solving problems for users isn’t the same as solving problems for businesses.

• Understand the business context: Recognize that businesses are driven by growth, revenue, and scalability. As designers, we’re not just creating solutions — we’re crafting products that will sell.
• Empathize beyond users: User empathy is crucial, but so is understanding the needs of stakeholders — timelines, budgets, and KPIs. Consider: How does my design serve both the user and the business?
• Focus on value creation: Innovation thrives when we shift from problem-solving to creating value. Think of yourself not as a fixer or solver, but as an enabler of opportunities for both users and businesses.

Practical tips for designers

1. Reframe the language: Instead of asking “What’s wrong?”, try “What’s missing?” By replacing “problems” with “opportunities” or “needs,” you create space for creative solutions.
2. Facilitate open conversations: Encourage stakeholders to share aspirations, not just frustrations. Shift discussions from fixing issues to imagining possibilities.
3. Embrace stress, but don’t dwell on it: Stress is inevitable, but it doesn’t have to dominate your process. Use mindfulness techniques or take creative breaks to reset your mindset and encourage curiosity.
4. Learn from children: Children don’t see “problems” — they see challenges as adventures. Adopt a beginner’s mindset and approach each design challenge as an opportunity to innovate and explore.

Conclusion

So, are we still problem solvers? The answer is yes — and no.

As product designers, our ultimate goal isn’t to solve every problem, but to create products and experiences that delight users and drive business growth. Whether we frame it as “problem-solving” or “need fulfillment,” the key is balance:

• Balance between fixing what’s broken and imagining what’s possible.
• Balance between helping users and supporting business goals.

So next time you hear about a problem to solve, take a moment. Ask yourself: Is this really a problem, or is it an opportunity to fulfill a need, spark joy, and innovate? 🙃

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