Inspire : The 'Why' of a problem
The first step of the design thinking process is "Inspire". This stage is crucial because it forces you to ask the question, "Why" a problem needs to be solved, rather than immediately jumping to "How" to solve it. This is a vital but often overlooked step, especially in cultures where people are not trained to question authority figures like parents, teachers, or bosses.
A good way to understand this is to re-frame a problem. Instead of taking a customer's request at face value—like wanting a "hole in the wall"—a design thinker would ask, "Why do you want a hole in the wall?". The answer might be "to hang a painting" or "to make my house look beautiful". By uncovering the higher-order objective, you open up new possibilities for solutions that don't involve drilling a hole at all, such as using wallpaper or a different color palette.
Similarly, the problem with stamping boarding passes is not how to stamp them, but why they need to be stamped in the first place. The real problem is authentication, which can be solved virtually, eliminating the need for physical stamping and improving the customer experience. This kind of fundamental questioning is what sets humans apart from AI, which is excellent at answering "how" questions but not "why" questions.
Three Types of Problem Solvers
The way people approach problem-solving can be categorized into three archetypes:
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The Pharmacist: This type of problem solver treats every problem as a transaction. They provide a quick solution based on a known formula, without delving into the details or caring about the long-term outcome. A pharmacist can see many "patients" a day because they only deal with the surface-level request. This approach is easily replaceable by automation or online services like 1MG, which is why a pharmacist-type problem solver is vulnerable to being substituted, most likely by AI.
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The Doctor: A doctor-type problem solver takes the time to diagnose the root cause of a problem, moving from a customer's symptoms to the underlying problem itself. They have a "skin in the game," meaning they are invested in the outcome and will follow up to see if their solution worked. They build a relationship with the customer rather than just completing a transaction. A doctor sees fewer patients than a pharmacist, but their value is much higher.
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The Surgeon: This is the highest level of problem solver. They deal with the most complex and critical problems, often as a last resort. The knowledge asymmetry between the surgeon and the patient is very high; the patient trusts the surgeon completely without negotiation. A surgeon handles a very small number of cases per day, but their work commands the highest respect and value.
The goal of the Inspire stage is to elevate your approach from being a "pharmacist" who just solves problems to being a "doctor" or "surgeon" who carefully selects and fully understands the problems they are solving. The most successful problem solvers are those who take the time to ensure the problem is "worth it" before they start climbing the ladder.
