February 2, 2010
Experience has taught this primate to mount an assault on all creative challenges with a deceptively simple, strategic thinking process called a Truthtych™ - derived from the word trip·tych n., which is a work of art in three sections.
One of the realities of business is that when opportunities arise, they’re often cleverly disguised as problems. However, it’s brain more than brawn that has propelled primates to the top of the food chain, so I embrace the belief that “no problem can stand the assault of sustained thinking”.
The Truthtych is a simple tool that prompts you to consider three aspects of any problem.
THE ESSENTIAL TRUTH
1) THE CHALLENGE is the core issue you want to address. Drill down hard on expressing what it is. There is some dreaming required; however it’s anything but a dreamlike discipline. Stating one’s Challenge is a structured approach to target-setting. There’s just one rule – you have to do it in 120 words or less.
2) THE SITUATION comes next. It’s the reality check. If the Challenge incorporates wishes and aspirations, the Situation is gravity – that which brings you back down to earth. Here, we put research to work to take stock of the way it is in your world (and the world in general), from 4 situational points of view – Audience, Culture, Marketplace and Engagement.
3) THE ESSENTIAL TRUTH is where magic happens. Here, at the heart of the process, we consider the interwoven threads of our research and analysis from every possible angle, while holding the Challenge firmly in view. And we wait – you and I. There’s something very simple – very primal – to be discovered. It’s a core truth. An insight. We’ll find it. And when we do, solutions will present themselves naturally.
The Challenge, the Situation, the Essential Truth. It’s been suggested that the human mind naturally breaks complex concepts into threes to understand them better. The Venn diagram is a good example, and is the visual template iPrimate uses for the Truthtych.