In How to Start a Decision Automation Project, we discussed the importance of selecting the right opportunity and on being clear as to the problem statement. For each business case, a simple problem formula sharpens both the message and scope – perfect packaging for stakeholders who need efficient language with punch. The problem statement looks something like the following:

[Our service/product] was designed to achieve [these goals]. We have observed that the product/service isn’t meeting [these goals], which is causing [this adverse effect] to our business. How might we improve [service/product] so that our customers are more successful based on [these measurable criteria]?

This is the “Why” we are doing this project. Many folks in a large organization are not on the team but might be impacted. Having a shared “why” scales internal lines of communication and builds trust. Confusion is the enemy of any project and is easily defeated with a well-constructed, high-consensus problem statement.

Every problem statement for an automation investment also requires a succinct North Star goal. This goal drives the business case and serves as a critical alignment tool. It also frames the Go/No-Go decision from an executive perspective, addressing action, outcome, and timing.

We believe that [doing this/project/solution] for [these people/personas] will achieve [this outcome]. We will know this is true when we see [this market feedback, quantitative measure, KPI improvement]. The project will be delivered in [X amount of time] with [Y people] and [Z assumptions].

The North Star goal motivates the team by building expectation and a desire to make a difference. The goal must be both achievable and a stretch. If anyone says something like, , the team member or sponsor is not stretching enough unless they are describing an initial goal specifically with plans to reach further. Moreover, others might resist measuring results. This is another risk down the path of mediocrity. Measuring improves accountability and transparency of the investment to everyone in the organization.