2.5Reframing as « How might we…? »
The essentials in 30 seconds
- Wording shapes solutions: a closed statement blocks; an open, optimistic question mobilizes.
- Every word matters: « How » orients to action, « might » opens possibilities, « we » engages.
- Reflex: aim for the right level (neither vague nor imposed solution) — the ideal bridge to brainstorming.
Running mini-case — Sara opens her brainstorming
Problem framed (5W1H), causes explored (5 whys, Ishikawa): Sara must now launch ideas. « Our sales are falling » would demoralize the workshop. She rephrases: « How might we make it easier for a customer to reconnect with us? » — open enough to inspire several paths, targeted enough to orient. Brainstorming can start.
Final episode of cases 2.1-2.4 — Sara links framing to ideation.
1. Wording shapes the solutions
How you word a problem largely determines the solutions you find. A negative, closed or narrow statement (« our sales are falling ») blocks thinking.
The « How might we…? » technique (HMW, popularized by Design Thinking) turns a problem into an open, stimulating question. « Our sales are falling » becomes « How might we revive our customers' interest? ».
2. The power of each word
« How » presupposes a solution exists and orients toward action. « Might we » opens the field of possibilities without imposing constraint. « We » engages collectively.
The whole creates an optimistic, open, actionable question — the opposite of a depressing statement. You move from « there's a problem » (endured) to « how might we… » (mobilizing).
3. Aim for the right level
The art: neither too broad (« how to make people happy? » — too vague), nor too narrow (« how to add a blue button? » — the solution is already in it). Aim open enough for creativity, targeted enough to orient.
Reframing as « How might we…? » is the ideal bridge between framing (level 2) and idea generation: it's the perfect starting question for a brainstorming.
🔎 Concrete example — The right level of question
Three wordings of the same problem.
Too broad: « How to make customers happy? »
Too narrow: « How to add a callback button? »
Just right: « How might we make it easier for a customer to reconnect with us? »Result: the « just right » version inspires several paths and orients.
Reflex: generate several wordings and keep the most inspiring.
Section vocabulary
- « How might we…? » (HMW)
- Technique rephrasing a problem as an open, stimulating question inviting solution generation.
Simple example: « how might we make reconnecting easier? » to launch the workshop.
What it is not: a negative statement (« our sales are falling ») that blocks thinking.
Reflex: turn each framed problem into an HMW question before ideating.
- Positive rephrase
- Turning a negative/closed statement into a question oriented to action and possibilities.
Simple example: « revive our customers' interest » instead of « our sales are falling ».
What it is not: keeping a negative statement that demobilizes the team.
Reflex: check: does the question make you want to answer?
- Actionable question
- A wording oriented to action that assumes a solution exists (« How… »).
Simple example: « how…? » assumes we can act, and engages.
What it is not: a complaint with no appeal (« it's hopeless »).
Reflex: start with « how » to call for answers.
- Right level
- A wording open enough for creativity but targeted enough to orient (holding no solution).
Simple example: Sara's « just right » version: several paths, one course.
What it is not: « make people happy » (vague) or « add a blue button » (imposed solution).
Reflex: test: several possible paths? visible where to start?
- Framing-ideation bridge
- HMW's role: link problem definition to idea generation (a brainstorming's starting question).
Simple example: Sara's question opens the workshop's brainstorming.
What it is not: ideating directly on an unframed negative statement.
Reflex: launch ideation only on a well-dosed HMW question.
In practice — Reframing as « How might we…? »
- Start from your framed problem (5W1H, 5 whys…) and turn it into « How might we…? ».
- Phrase it in an open, positive way (solution-oriented), not as a negative statement.
- Adjust the level: neither too broad (vague) nor too narrow (with the solution inside).
- Use this question as the starting point of your idea generation (brainstorming, SCAMPER…).
Ready-to-say script — launch the brainstorming (20s)
« Our framed problem: customers don't come back. I turn it as a question: how might we make it easier for a customer to reconnect with us? Several possible paths, we explore them without judging — let's go. »
Say opening a workshop: question on the wall, course set, judgment suspended.
Copy-paste template — test your HMW question
FRAMED PROBLEM: _______________
BROAD VERSION: how _______________ ?
NARROW VERSION: how _______________ ?
RETAINED VERSION: How might we _______________ ?
TEST: several paths? [yes/no] — oriented? [yes/no] — no imposed solution? [yes/no]Small business / tight budget
One question on the wall, ten minutes: even in pairs, HMW changes the discussion's energy.
Algerian SME
Customers reached by messaging and at the counter: phrase the question on real reconnection (« call back, return, recommend »).
Team / workshop
Generate three versions (broad, narrow, just right) as a team and vote for the most inspiring before ideating.
Project / freelance
Propose the client two calibrated HMWs: they pick the course, then ideation starts on that question.
✓ Best practices
- Generate several wordings (broader, narrower) and keep the most inspiring.
- Check that the question suggests several different paths.
- Start from a well-framed problem so as not to be too vague.
✗ Common pitfalls
- A too-broad question that scatters in all directions.
- A question that already contains the solution (too narrow).
- Keeping a negative statement that demobilizes the workshop.
Key takeaways
- The problem's wording determines the solutions found; a negative/closed statement blocks thinking.
- « How might we…? » turns the problem into an open, optimistic, actionable question.
- Every word matters: « how » orients, « might » opens possibilities, « we » engages.
- Aim for the right level: neither too broad nor too narrow; it's the ideal brainstorming starter.
48h Challenge — apply tomorrow
Take 1 framed problem, write 3 HMW versions (broad, narrow, just right) with the template above, and launch 10 minutes of ideas on the retained version.
- I turn a statement into an open question.
- I dose the right level (neither vague nor imposed).
- I did the 48h challenge or planned its date.
Frequently asked questions
Does reframing as a question really change anything?
Yes, because wording shapes thinking. A negative statement puts the mind in a defensive state (you endure, you seek culprits); the same situation as an open question puts it in a creative state (the question calls for answers, presupposes a solution exists). Every word acts: « how » orients toward action, « might » opens possibilities, « we » engages. It's also an excellent workshop starter: launching on « sales are falling » demotivates, launching on « how might we… » energizes. It's not denial: it's using the power of words to orient energy toward solutions.
How to find the right level, neither too broad nor too narrow?
A too-broad question (« make customers happy? ») is too vague for concrete output; a too-narrow one (« add a button? ») already contains the solution. The right level is open enough for several directions, targeted enough for a precise goal. Cues: start from the well-framed problem (to avoid vagueness); check the question doesn't impose a single solution (if so, broaden by going back to the real need); test it (« does it inspire several paths? do I see where to start? »). You can generate several wordings and pick the most inspiring.
What does reframing as « How might we…? » do?