5 step usc-ct problem solving process (1)

8/18/2019 5 Step USC-CT Problem Solving Process (1)

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The 5 Step USC-CT Problem Solving ProcessA Part of the Comprehensive and Fully Integrated Frameor! for Critical Thin!ing at the USC

"arshall School of #usiness


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• The USC Marshall Critical Thinking Initiative is an on-going school wideeffort to enhance our students’ critical thinking skills in order to make themmore successful problem solvers. Its key components include…

The 5 tep USC-CT !roblem olving !rocess which is designed to help studentstackle ambiguous" ill-defined challenges.

The STA$T #oncept $nalysis which is designed to teach fundamentalconcepts%formulas that are utili&ed within the '#-#T !rocess.

%earning "odules which are designed to enhance specific skills such as how toreduce biases" how to enhance creativity" and how to evaluate claims ( evidence.

• The lesson in this document focuses on the 5 Step USC-CT ProblemSolving Process&

USC "arshall Critical Thin!ing Initiative

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The 5 Step USC-CT Problem Solving Process

)*ote+ This document is meant as an introduction to the sub,ect. ore in-depthcoverage will occur in supplemental readings and classroom eercises/

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• 0b,ective+ This is designed to help students tackle ambiguous" ill-defined" and%or

vague challenges" particularly when little direction is provided.• $pproach+ The approach uses 5 critical steps that entail Uncovering business

problems" challenges and opportunities" Selecting the most critical" Creatingmany potential solutions" Choosing the one with the most potential" and thenTranslating it into an effective implementation plan.

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U'ncover the variouspotential problems"

challenges (opportunities vis-1-visorgani&ational goals.

Select the most

critical problem)s/"challenge)s/ and%or

opportunity)ies/.!rioriti&e.

C#hoose the

solution)s/ thathas the potentialto be the most

effective.

TTranslate yoursolution)s/ into

an effectiveimplementation

plan.

C#reate a

multitude ofpotentialsolutions.



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2hen the goal is to solve comple problems" begin by uncovering an array of potential problemsand%or opportunities relative to the organi&ational goal%mission. Then clearly and concisely state

each while providing relevant" analytical support showing evidence and assumptions.

tudents should eamine issues through instructor led probes" such as….• 2hat is the situational contet3 0utline the relevant issues related to global" national" regional" company"

consumer" government" regulatory" and competitive environments.• 2hat is the nature of problems" challenges or opportunities within this contet" and how does that relate to

the overall goal%mission of the organi&ation3

• 2ho are the stakeholders3 $re there differing views on problems" challenges and opportunities3• 4ow did this situation arise3 Is this a random event or systemic3 oot cause vs. symptoms3 Interrelated3• 2hy is this important3 2hat’s at stake3 )e.g. evenue3 !rofit3 6rand image3 7oals3/• 2here does this issue reside3 )e.g. arketing3 ales3 $ccounting3 8inance3 #ombination3/• 2hen did the situation occur" when must it be resolved" is there a window of opportunity3

U'ncover the various

potential problems"challenges (

opportunities vis-1-visorgani&ational goals.

Select the most



C#hoose the


effective.

TTranslate your

solution)s/ intoan effective

implementationplan.

C#reate a




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Select the most



C#hoose the


effective.

TTranslate your


implementationplan.

C#reate a


$fter uncovering the potential problems" challenges and opportunities" we can narrow them

down to the most significant. The ob,ective is to prioriti&e while providing relevant" analyticalsupport. The student should clearly ( concisely eplain reasoning.

tudents should consider… agnitude+ 4ave you identified%evaluated how big each problem%challenge is vis-1-vis your goal3 2hat’s 9uantifiable+ #an we :uantify their impact through some metric3 2hat data would help to

:uantify this impact3 4ave you assessed data needs" sought info" ( applied the appropriate analytics3 2hat’s *on-9uantifiable+ $re there non-:uantifiable issues we need to consider )e.g. gains and losses

in brand image" !" stakeholder psychological commitment3/ Interrelationships+ $re these issues potentially interrelated3 ight one )e.g. today;s promotions/ impact

another one )e.g. tomorrow;s brand image/3 #ause ( effect3



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Select the most



C#hoose the


effective.

TTranslate your


implementationplan.

C#reate a


*ow that we have narrowed down the problems" challenges and%or opportunities to the most

significant ones" it is time to generate an array of potential solutions. Then clearly andconcisely state each solution while providing relevant analytical evidence ( assumptions.

tudents should… 7ather olutions+ 2hich solutions might different stakeholder groups see as viable3 2hat makes them

viable from this stakeholder;s perspective3 Is this a marketing" accounting" finance solution or some

other3 #ombo3


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$fter choosing the most effective solution)s/" it is important to translate it into an effective

implementation plan in order to identify potential hurdles and unintended conse:uences. Thenad,ust plans if needed and clearly and concisely eplain rationale.

tudents should… I= teps+ 4ave you identified the key steps toward implementing the solution)s/3

I= 4urdles+ 4ave you identified potential implementation hurdles )e.g. lack resources/ and a remedy3

#onsider 'nintended #onse:uences+ 4ave you identified potential events that may result3 2hat’s thepotential domino effect due to the compleity of the situation" error" or bias3 $re you prepare for them3

=o a 8inal #heck+ 4ave you conducted a final check%criti:ue of problem%solutions%implementation"looking for logic flaws3 4ave you considered a third party review3

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Select the most



C#hoose the


effective.

TTranslate your


implementationplan.

C#reate a




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>ample

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'ncovered !otential !roblems%#auses+ 2e listed various potential problems%causes that might havecontributed to lower than epected sales.


potential problems"challenges (opportunities vis-1-visorgani&ational goals.

Select the most

critical problem)s/"challenge)s/ and%oropportunity)ies/.

!rioriti&e.

C#hoose the


effective.

TTranslate your

solution)s/ intoan effectiveimplementation

plan.

C#reate a



!otential #auses


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election+ 2e conducted store checks to evaluate distribution%competition while an awareness"attitude and usage study was conducted w%consumers. 2e found that low trial resulting from low

awareness was the cause of poor sales.



Select the most


!rioriti&e.

C#hoose the


effective.

TTranslate your


plan.

C#reate a



ank #ausesAareness ' only ()* of target consumers aare of brand +poor,

Trial ' nly 5* of target tried brand +poor.tied to lo aareness,

!ositive image among those aware C DAE )good/!ricing was competitive C DAE agree )good/!roduct :uality was positive among those that tried C DAE liked it )good/

epeat C FAE of those who tried bought it again )good/=istribution C FAE of stores stocked it )good/#ompetitive activity C *o new activity )good/>conomy%Trends C *o significant issues )good/0ther C *one found )good/


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#reate !otential olutions+ 2e listed potential solutions that included increasing marketing dollarsspent" changing the marketing mi )$ds vs. promotions vs. pr vs. direct vs. social media/" changing the

message" or changing the $d campaign.


!ossible olutionspend more on marketing#hange marketing mi#hange marketing message#hange $d campaign



Select the most


!rioriti&e.

C#hoose the


effective.

TTranslate your


plan.

C#reate a



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#hoose olution+ 2e conducted a competitive review to check spending levels and conducted moreconsumer research to understand the effectiveness of the marketing mi and the message. pending"

mi" and message were ade:uate" but the TG $d campaign was weak.


!ossible olutionsarketing pend )good/arketing i )good/arketing essage )good/Ad campaign +poor,



Select the most


!rioriti&e.

C#hoose the


effective.

TTranslate your


plan.

C#reate a



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#hoose olution+ 2e developed new $d campaign options in order to compare them against thecurrent )ineffective/ $d. $ new consumer research study was conducted and found that the celebrity

option would be the most effective.


*ew $ds TestedCelebrity ption

#artoon #haracter>pert >ndorsement>treme =emo

lice of life )#urrent $d/



Select the most


!rioriti&e.

C#hoose the


effective.

TTranslate your


plan.

C#reate a



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Translated+ The new $d campaign was introduced and sales met epectations. 6ut beforehand" weoutlined%estimated potential conse:uences of using a celebrity campaign.


Implementation $d introduced and was successful

#onsidered #onse:uences#elebrity dependence


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The ituation+ $ new product was launched. Though ?st year sales epectations were pegged at @5Aillion" it achieved only @B5 illion. anagement wants to know what went wrong and how to fi it.


!otential #auses%o Aareness/

!oor Image3!ricing3%o Trial/

!roduct :uality3conomy%Trends30ther3

Hey #auseAareness ' only ()*

of target consumers

aare of brand

Trial ' nly 5* tried

+tied to lo aareness,

!ossible olutionspend more on marketing#hange marketing mi#hange mkt messageChange Ad campaign

*ew $ds TestedCelebrity ption

#artoon #haracter

>pert >ndorsement

>treme =emolice of life )#urrent ad/

ImplementationSuccessful intro

Considerations of

Celebrity0

-1ependence

-Cost-Implosion

-vere2posure



Select the most


!rioriti&e.

C#hoose the


effective.

TTranslate your


plan.

C#reate a



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'# arshall #ritical Thinking Initiative

ecap

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• The USC Marshall Critical Thinking Initiative is an on-going school wideeffort to enhance our students’ critical thinking skills in order to make themmore successful problem solvers. Its key components include…

The 5 tep USC-CT !roblem olving !rocess which is designed to help studentstackle ambiguous" ill-defined challenges.

The STA$T #oncept $nalysis which is designed to teach fundamental

concepts%formulas that are utili&ed within the '#-#T !rocess.

%earning "odules which are designed to enhance specific skills such as how toreduce biases" how to enhance creativity" and how to evaluate claims ( evidence.

#heck them all out

USC "arshall Critical Thin!ing Initiative

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5 step usc-ct problem solving process (1)

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