Identify the system causing your problem - and the specific flaw in its design

Strategically targeting the underlying cause of your problems will help you come up with intelligent, creative and effective solutions.

1. Think carefully about the underlying reason your problem occurs repeatedly
   For example, let’s say you run an online business and your products are getting repeatedly damaged by the delivery company. The main reason your products are getting damaged is the driver’s negligence - but the underlying reason is that your product does not seem fragile, so busy delivery drivers won’t take extra care with it.

2. Consider a solution that targets the underlying reason to your problem
   For example, using boxes with large flat-screen TVs on them could push delivery drivers to take extra care not to damage your products.