Problem solving culture should always be focused on people

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This woman needs a banner. Right now.

Problem solving is a brilliant notion. But a sneaky one. This is a catch-all.

First of all, because what’s innerly false the other way around is stupid. Most of the time. What’s not problem solving? I’m sure even the dumbest phenomenon solve something for someone.

Secondly, nobody tells whose problem you’re supposed to solve. It can be people’s. It can be companie’s. It can be lettuce’s.

Strategists defining themselves as problem solvers are lazy.

But that’s not the main point.

Underneath a ton of bullshit, a few nuggets.

Such as this tiny epiphany: problem solving culture isn’t always about big steps but little ones. They call that hacks. Let’s call them ideas. Or patches. Or tricks. Anything else than hacks (the second most overused term in marketing these days, guilty as charged).

Even if nobody seems to agree, let’s consider that marketers should solve people’s problem. That’s a good starting point to observe and deliver neutral solutions that matter, from content to services or jokes. That should be agencie’s job. Both pure players and generalists. Consider the part of people’s journey they’re able to help, then observe and analyse, then deliver solutions. Period.

Not chasing the lol. Not chasing the award. Not chasing the shiny new thing (what the fuck do people care about your Snaps?). Not chasing the buzzword. Not interrupting without providing something useful.

Problem solving should always be people focused.

Brand problems, agencies problems, code problems, growth hacks do not inspire consumers.

8 thoughts on “Problem solving culture should always be focused on people”

  1. Le jeu proposé par Burger King pour patienter dans la queue et éventuellement la griller, est un bel exemple de problem solving (à tendance pub) !

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    1. Absolument ! On avait un cas de ce genre chez Naked, avec des écrans disposés dans les files d’attente de phamarcie.

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      1. Je suis tout à fait d’accord avec le commentaire de Sophie: une réponse publicitaire n’est pas en soi une réponse efficace à un problème de queue. Mais il faut tenir compte du cas spécifique Burger King à Paris – deux implantations, dont la queue n’est que la manifestation de son succès (bon après, quelle idée d’aller faire la queue pour un burger…) Ah, et dernière chose, le cas Disneypark de la gestion des queues, vue par Don Norman: http://designforservice.wordpress.com/norman_lecture/ rubrique 5.15 & http://www.jnd.org/ms/Norman%20The%20Psychology%20of%20Waiting%20Lines.pdf

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  2. Interesting, it also means advertising is not always the “problem-solving” answer and that might be most difficult for agencies to implement. The example in the comment above is a perfect illustration. The people’s problem to solve at Burger King is how can we be more efficient and avoid people queuing in our restaurants (not let’s make a game for them to play while they wait)

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      1. Oui, je suis entièrement d’accord avec Sophie: la pub n’est a priori pas la meilleure solution pour régler un problème de queue. Même si dans le cas présent, il est important d’avoir à l’esprit que le problème de queue de BK est sans doute dû à la spécificité de son implantation à Paris, deux magasins. D’où la pertinence de l’idée du jeu. De là à faire la queue pour un burger…Plus sérieusement, et pour tous les amateurs de gestion de queues, Don Norman s’est penché sur le sujet: http://www.jnd.org/ms/Norman%20The%20Psychology%20of%20Waiting%20Lines.pdf
        http://designforservice.wordpress.com/norman_lecture/

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