How Might We Statements Define Innovation

Before jumping into brainstorming, you need a sharp problem statement. A well written how might we innovation challenge turns a vague ambition into a focused prompt your team can actually solve, and it saves you from wasting weeks on the wrong problem.

What is a how might we innovation challenge?

Innovation is about turning problems into opportunities, but the phrasing matters. Instead of asking what's your problem, you reframe it as how might we to open the door to multiple solutions without locking you into one answer too early.

What does how might we mean? It's a phrasing method used to define an innovation challenge. You describe the context, the target user, and the impact you want, keeping the statement open enough to invite ideas but focused enough to guide them.

A good challenge covers four pieces: the context (problem or opportunity), the target user, the impact you want on that user, and the balance between open and closed. Sometimes you add productive constraints, which are real limitations like budget, time, or user needs that shape the solution space instead of blocking it.

How do I know if my innovation challenge is weak or strong?

The fastest way to test a challenge is to read it and see if solutions start popping into your head. If you feel overwhelmed or bored, something is off. Let's walk through four examples.

Why is improving women's lives in Mexico City a weak challenge?

It sounds noble, and honestly, someone should be working on it. But as an innovation challenge it's too broad and abstract. It's the equivalent of saying you want world peace. You don't know where to start, who exactly you're helping, or what impact looks like.

Compare that with: increase flexible work opportunities for single mothers in Mexico City. Now you know the user (single mothers), the location (Mexico City), and the desired impact (more flexible work). Ideas start showing up almost immediately, and that's the signal you're looking for.

Why is a challenge that names the solution also weak?

Look at this one: how do we increase class attendance of students in high school classes through a system of economic incentives? It's a trick. You already decided the solution is economic incentives, so just go implement it. You only formulate an innovation challenge when the path forward isn't clear yet.

When should I write a how might we statement? Write one when you have a complicated problem and you don't yet know how to solve it. If you already have the answer, skip the question and execute.

Now flip it to: develop high school students' personal commitment to graduating on time. Same context, but the user, the impact, and the objective are clear without prescribing the method. That opens the field for many possible solutions.

How does this look in a real company?

Here's an example from Cinépolis, the cinema chain. When redesigning the VIP experience, one of the innovation challenges was: how might we make our customers perceive and value our movie theater as a world class VIP experience?

Notice how it names the user (customers), the impact (perceive and value the theater as world class), and it leaves the how wide open. That single sentence became the launchpad for ideas around service, environment, and communication.

What can I actually innovate on?

A common trap is assuming innovation only means a new product. It doesn't. You can define an innovation challenge around many dimensions of a business or organization:

• Products and services.
• Clients and customer experience.
• Environment and physical spaces.
• Communication and messaging.
• Tools and technology.
• Processes and workflows.
• People and culture.

That's why picking your challenge carefully matters. You're not just choosing what to build, you're choosing where to focus your energy.

What are productive constraints and why should I add them?

Productive constraints are limitations that make your challenge sharper instead of harder. Two quick examples:

• If your user can only pay $5, build that ceiling into the challenge.
• If your company needs a solution within three months to stay relevant, put that deadline inside the statement.

Constraints don't shrink creativity, they aim it. A challenge with realistic limits pushes you toward solutions that can actually ship.

Your turn: define your own innovation challenge

Now it's on you. Think about a problem you genuinely want to solve, and write a how might we statement that names the context, the target user, the impact, and any productive constraints that matter. Keep it open enough to inspire ideas, and closed enough to guide them.

Share your challenge in the comments, review what others are writing, and give feedback. You'll use this challenge throughout the rest of the course, so it's worth polishing before moving on to the next step.