At its heart, creativity is problem solving. If you get paid to solve problems for a living, you’re a creative professional.

But typically, our work is presented to us in the form of “projects”. We are tasked with accomplishing some defined objective (like developing a strategy, building a website, or launching a campaign), and the underlying problems we are trying to solve may be obscured by the packaging in which they are presented. We are asked for deliverables instead of solutions.

In these situations, we can easily veer off course. We simply focus on the outcome instead of considering the why behind the deliverables we’re tasked with creating. Or worse, we can actually “succeed our way into failure” by delivering something that checks all the boxes on the project task list but doesn’t actually solve the core problem. It’s frustrating, but it’s avoidable.

The solution? Defining, then continuously re-defining the problem.

Here are three strategies for doing this:

1. Nail Down the Real Problem

Before you dive headfirst into a project, step back and ask: What’s the actual problem I’m trying to solve? Projects are just tools to address problems, so if you’re not crystal clear on the core issue, you’re setting yourself up for pain, wasted effort, and possible re-work. Define the problem with as much clarity as possible. As I wrote in The Accidental Creative, “You must define your work before you can do your work.” When you know the problem, you have a north star to guide everything you do.

“You must define your work before you can do your work.” – The Accidental Creative

2. Get Everyone on the Same Page

When you’re collaborating, alignment is obviously essential. It’s amazing how often teams start working on a project with completely different understandings about what the end goal is. That’s a recipe for frustration and wasted effort. Before you even begin, make sure everyone agrees on the actual problem (or set of problems) you’re solving. Have the conversation, write it down for documentation purposes, and revisit it if needed. Shared clarity creates shared purpose, and that keeps everyone moving in the right direction.

3. Adjust and Adapt

Here’s the thing: as you work, you’re going to learn new things about the problem you’re solving. That’s just part of the process.

New information will surface, and the problem you thought you were solving might evolve. Don’t cling to your initial assumptions. Be open to redefining the problem as you go, and don’t be afraid to pivot if that’s what’s needed to stay on track.

Flexibility isn’t a weakness—it’s a strength. And, clarity is the antidote to anxiety. Revisiting the problem regularly keeps your work on track.

By focusing on the real problems, staying aligned with your team, and being willing to adapt, you’ll avoid the trap of succeeding your way into failure. Creativity isn’t about just getting things done—it’s about solving the right problems in the best way possible.

Keep your eyes on the real goal – the problem you’re actually solving –  and you’ll navigate your way to truly valuable work.