Page 49 - The McKinsey Mind

01 (001-030B) chapter 01 1/29/02 4:48 PM Page 27

Framing the Problem 27

The issue “Can we implement the necessary changes?” throws
off numerous subsidiary questions (see Figure 1-3). Some of them
came out in the initial brainstorming, while others will arise when
you spend more time thinking specifically about the issue. Just as
you did for the main issue, you need to figure out the logical pro-
gression of these questions. For the sake of this exercise, let’s say
there are two top-line questions for this issue: (1) Does the new,
shorter process require special facilities that we don’t have? (2)
Does it require special skills that we don’t have? For both of these
questions, the ideal answer, “no,” shuts down any further inquiry.
If, however, the answer to either of these questions is yes, the
hypothesis is not immediately invalidated. Rather, this answer
raises additional questions that must be answered. For example,
in the case of facilities, you would ask, “Can we build or buy

Subissue: Will it
reduce our costs?

Does the process
require special
facilities?

Issue: Can we Subissue: Can our
increase thrum-mat
organization
profitability with
implement the
the new production
process? necessary changes?
Does the process
require special
skills?

Subissue: Can we
maintain product
quality while
implementing the
process?

Figure 1-3. Issue Tree for Acme Widgets with Subissues