Hey Jess! It sounds like the issue you’re facing isn’t poor framing, but no framing.

Don’t get me wrong — like any tool, framing isn’t required 100% of the time. But if your team is consistently spinning in circles chasing business requirements without the first clue about the problem those requirements are meant to solve, then framing helps to make sure everyone understands what the problem is and agree if it’s worth solving.

Some priming questions to ask others to get them to consider a process like framing might include…

1. Why is this important to the company?
2. What happens if we do nothing about it?
3. Who is it affecting? (which users / customers?)
4. How are they solving it today? Are those solutions good enough?
5. Do we know anything about the market? Is there a market?