There’s a moment, right at the beginning of building a marketing strategy, that sets the tone for everything that follows. It’s quiet, simple, even a bit overlooked. But it’s where the real work begins: framing the challenge.
Before anyone fires up Canva, talks channels, or starts debating SEO vs. PPC, you’ve got to ask, what exactly are we trying to solve? And are we asking the question in the right way?
This is where a lot of strategies get stuck before they even start. The problem is either too vague, too narrow, or already tied to a solution. Reframing your marketing challenge, particularly with the “How Might We…” approach, can really change the way you see things.
Why This Is Important
When you frame your marketing challenge well, it sets a positive tone for everything that follows. It’s similar to fine-tuning a camera lens; suddenly, everything comes into focus.
A well-framed challenge sparks better ideas, creates momentum, and helps your team explore possibilities without falling into the trap of “we’ve always done it this way.”
More importantly, it keeps your audience at the heart of the strategy.
How Do You Frame a Marketing Challenge?
We don’t do this for every single project, but when the marketing challenge feels a bit fuzzy, this method definitely helps. It helps slow things down just enough to make sure we’re solving the right problem, not just the loudest one.
Here’s how it works in practice:
1. Write down the problem
Start simple. No jargon. Just name the thing that’s not working. Maybe you’re struggling to reach a new audience. Maybe you’re attracting leads who never convert. Whatever it is, write it like you’re explaining it to a friend.
Example: “We’re spending a lot on marketing, but barely getting any qualified leads.”
2. Turn it into a question
Now reframe that problem using “How might we…” This tiny shift flips the mindset from stuck to curious.
“How might we attract leads who are actually ready to buy?”
Suddenly, the conversation feels different. More open. Less defeatist.
3. Zoom out: What’s the real impact?
Ask yourself (and your team): If we solved this, what would actually change? Not just in metrics, but for your customers, your team, your business.
This is where the real insight lives.
4. Pressure test it
Write down a few potential solutions quickly. If nothing good comes to mind—or all your answers feel like dead ends—chances are your question isn’t quite right yet. Go back. Rework it.
5. Call out constraints
Every marketing strategy has limits, budget, time, brand tone, internal politics. Name them early. Not to kill ideas, but to shape them in the real world.
6. Revisit and refine
Good questions evolve. As you start to dig into research or talk to stakeholders, don’t be afraid to update your framing. It’s not a failure – it’s progress.
A Word of Advice: Mind the Language
Your “How might we” question shouldn’t assume a solution. And keep it positive. No one wants to solve a sad-sounding problem. Avoid language like “How might we stop being invisible?” and aim for something more energising: “How might we get our best work in front of the right people?”
Final Thought
A lot of marketing strategies stall because they’re built on shaky questions. Taking the time to frame your challenge properly isn’t fluff, it’s foundation. It gets everyone thinking in the same direction, working on the right problems, and open to ideas they might’ve missed.
Before you worry about the tactics, get the question right. You might be surprised how much easier the answers come.
Contact us today to get your marketing strategy framed the right way.
