The number of people who can clearly articulate the primary challenge they are facing in 2 sentences or less

One recent morning, Beth Osborn stood in her office feeling both excited and anxious to start her newly appointed position as Head of Sales. As she looked out the office window into the tree-filled landscape, Beth became very reflective of both her journey and what the future held for both her and the Sales organization.

The excitement came from being rewarded for her hard work and performance during the last nine years. Beth began her career as an account manager. She has since risen through the ranks spectacularly.

The anxiety was related to what was immediately ahead of her — Beth had to quickly create a growth plan for sales. The former leader had suddenly resigned just one month earlier, with less than a stellar track record of success. Given a short deadline, she has just under a month to create the plan to present to her manager. However, the anxiety stemmed not from her confidence but from the circumstances in the marketplace. She knew some changes had enormous and consequences for her sales organization.

The most significant challenge people have at any level of the organization is to grasp what there trying to solve. A lot of my experience, a lot of stress and anxiety comes with people who wrestle with this very issue?

What does it feel like when people are confused? Thoughts are swirling around in their mind, and it is unclear where to begin.

People are so eager to get to a solution; they overlook the essential part of strategic thinking!

You need an Umbrella Statement!

The Umbrella statement lies at the heart of the Think to Win process. “What, exactly, are we trying to solve for?” The first and most crucial step of strategic thinking is Identifying the Big Issue. By identifying where the problem begins, the correct space for analysis is pinpointed, AND you can now address the challenge! Consider the following questions:

• What are you trying to solve? Must be answered.

• Who can help me best define it?

• What am I trying to change?

Exercise: Creating an Umbrella Statement: (Can be done at individual or group level)

1. Individually consider the question: “What am I trying to solve for?”

2. Capture in 1–2 sentences.

3. Review with the criteria in mind!

•Are you looking outside-in?

• Is it Clear and Succinct?

• Focused?

• Free of solutions?

• Is there tension and a sense of urgency (what is at risk)?

4. Have a conversation with other stakeholders to clarify and gain alignment.

5. Output is an Umbrella statement that will set the stage for your analysis

Source: Think to Win