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Books Business Cracked it! How to solve big problems and sell solutions like top strategy
consultants

Cracked it! How to

solve big problems
and sell solutions like
top strategy
consultants
by Bernard Garrette 2018 415 pages

4.25 100+ ratings

Business Management Entrepreneurship

Listen 7 minutes

Key Takeaways
1. Effective problem-solving requires a
structured approach to avoid common
pitfalls

"A way of seeing is also a way of not seeing."

Avoid biases and traps. Problem-solving is prone to cognitive biases and

pitfalls that can lead to ineffective solutions. Common traps include:

Flawed problem definition: Misidentifying the core issue

Solution confirmation: Seeking evidence to support a preconceived

solution
Wrong framework: Applying inappropriate mental models or analytical
tools
Narrow framing: Limiting the scope of potential solutions

Miscommunication: Failing to convey the solution effectively

To overcome these pitfalls, problem solvers must adopt a disciplined,

structured approach that challenges assumptions, considers multiple
perspectives, and rigorously tests potential solutions.
2. The 4S Method: State, Structure,
Solve, and Sell for comprehensive
problem-solving

"To solve big problems and sell solutions like top strategy
consultants, you need a disciplined and generalizable
problem-solving method and a set of useful tools for each
step of the process."

Master the 4S framework. The 4S Method provides a comprehensive

approach to problem-solving:

1. State: Define the problem accurately

2. Structure: Break down the problem into manageable components

3. Solve: Analyze and develop solutions

4. Sell: Communicate and persuade stakeholders

This method integrates analytical and creative thinking, ensuring a thorough

exploration of the problem space and potential solutions. By following these
steps, problem solvers can navigate complex challenges systematically and
develop effective, actionable solutions.
3. Stating the problem accurately is
crucial for finding the right solution

"A problem well posed is half-solved."

Use TOSCA for clarity. Accurately defining the problem is fundamental to

finding the right solution. The TOSCA framework helps articulate the
problem statement:

Trouble: What makes this problem real and present?

Owner: Whose problem is this?

Success criteria: What will success look like, and when?

Constraints: What are the limitations on the solution space?

Actors: Who has a say in how we solve this problem?

By addressing these elements, problem solvers can create a clear,

actionable problem statement that guides subsequent analysis and solution
development. This step is crucial for avoiding the common pitfall of solving
the wrong problem or addressing symptoms rather than root causes.

4. Structuring the problem using

hypothesis pyramids or issue trees

"Frameworks are the workhorses of business reasoning."

Choose the right structuring tool. Structuring complex problems is

essential for effective analysis and solution development. Two primary
approaches are:

1. Hypothesis Pyramids:

Start with a potential solution and break it down into supporting

hypotheses

Useful when you have a strong candidate solution to test

Risk of confirmation bias if not carefully managed

2. Issue Trees:

Break down the problem into component issues without assuming

a solution
More open-ended and less prone to bias

Requires more effort to develop comprehensively

Both approaches should aim for MECE (Mutually Exclusive, Collectively

Exhaustive) breakdowns. Selecting the appropriate structuring tool depends
on the problem's nature and your level of certainty about potential
solutions.

5. Solving complex problems may

require design thinking and empathy

"Empathy is the foundation of design thinking."

Embrace human-centered design. For complex, ill-defined problems,

traditional analytical approaches may fall short. Design thinking offers an
alternative path:

1. Empathize: Understand users' needs and experiences

2. Define: Synthesize insights to frame the problem

3. Ideate: Generate diverse solution concepts

4. Prototype: Create tangible representations of ideas

5. Test: Gather feedback and refine solutions

This approach is particularly effective for problems that are:

Human-centered

Complex and uncertain

Difficult to state precisely

 Resistant to traditional analytical methods

By focusing on empathy and iterative solution development, design thinking

can uncover innovative solutions that address users' needs more
effectively.

6. Generate, prototype, and test

innovative solutions through iterative
processes

"Fail often to succeed sooner."

Embrace experimentation. Innovative problem-solving often requires

generating multiple potential solutions and testing them rapidly. Key
principles include:

Divergent thinking: Generate a wide variety of ideas without judgment

Rapid prototyping: Create low-fidelity representations of solutions

quickly

Iterative testing: Gather user feedback and refine solutions

continuously

Techniques for idea generation:

 Analogical thinking

Brainstorming and brainwriting

SCAMPER (Substitute, Combine, Adapt, Modify, Put to other uses,

Eliminate, Reverse)

By embracing an iterative, experimental approach, problem solvers can

discover and refine solutions that may not have been apparent through
purely analytical methods.

7. Sell your solution effectively with a

compelling storyline and presentation

"Telling the story of the search isn't the same as telling the
story of the solution."

Craft a persuasive narrative. Developing an effective solution is only half

the battle; you must also convince stakeholders to adopt it. Key principles
for selling your solution include:

1. Use the Pyramid Principle:

Start with the core message (governing thought)

Support with key line arguments

 Provide detailed supporting evidence

2. Choose between grouping and argument structures:

Grouping: Present parallel reasons supporting the core message

Argument: Build a logical sequence leading to the conclusion

3. Develop a modular presentation:

Create an executive summary

Use storyline pages to introduce sections

Design content pages with clear, action-oriented titles

4. Visualize data effectively:

Use appropriate chart types for different analyses

Keep charts simple and focused on the key message

By crafting a clear, compelling storyline and supporting it with well-

designed visual aids, you can effectively communicate your solution and
drive stakeholder buy-in.

Last updated: January 22, 2025

FAQ
What's Cracked It! about?

Problem-Solving Focus: Cracked It! by Bernard Garrette is centered on

teaching readers how to solve complex business problems effectively,
similar to top strategy consultants.

4S Methodology: It introduces the 4S method, which includes four

stages: State, Structure, Solve, and Sell, providing a structured
approach to problem-solving.

Real-World Applications: The book uses real-life case studies to

illustrate these concepts, making it practical for business leaders and
aspiring consultants.

Why should I read Cracked It!?

Enhance Problem-Solving Skills: The book offers valuable frameworks

and techniques to improve your ability to tackle complex business
challenges.

Learn from Experts: Written by Bernard Garrette, Corey Phelps, and

Olivier Sibony, the authors bring extensive academic and consulting
experience.

Avoid Common Pitfalls: It helps readers identify and avoid common

pitfalls in problem-solving, such as flawed problem definitions and
confirmation bias.
What are the key takeaways of Cracked
It!?

Structured Approach: The 4S method emphasizes the importance of a

disciplined process in problem-solving.

TOSCA Framework: This framework is essential for clearly defining

problems before attempting to solve them.

Importance of Communication: Effectively selling your solution is as

crucial as solving the problem itself, integrating communication into the
problem-solving process.

What is the 4S method in Cracked It!?

Four Stages: The 4S method consists of State (define the problem),

Structure (organize the problem), Solve (analyze and find solutions),
and Sell (communicate the solution).

Iterative Process: It emphasizes that the process is iterative, allowing

for revisiting and refining each stage as new insights are gained.

Flexibility in Application: The method can be adapted to various

contexts, making it versatile for different types of business problems.
How does the TOSCA framework work in
Cracked It!?

Five Elements: TOSCA stands for Trouble, Owner, Success criteria,

Constraints, and Actors, guiding problem definition.

Guides Problem Definition: This framework helps in formulating a clear

and actionable problem statement, ensuring all critical aspects are
considered.

Iterative Refinement: Encourages revisiting and refining the problem

statement as new information is gathered.

What are the five pitfalls of problem-

solving discussed in Cracked It!?

Flawed Problem Definition: Misdefining the problem can lead to

irrelevant solutions.

Solution Confirmation: Occurs when solvers only seek evidence

supporting their initial hypotheses.

Wrong Framework: Using an inappropriate framework can lead to

ineffective solutions.
 Narrow Framing: Oversimplifying complex problems can result in
overlooking viable solutions.

Miscommunication: Poorly communicating solutions can lead to

inaction, even if the solution is sound.

What is the difference between

hypothesis-driven and issue-driven
problem structuring in Cracked It!?

Hypothesis-Driven: Starts with a candidate solution and tests it, which

can lead to confirmation bias if not managed carefully.

Issue-Driven: Involves breaking down the problem into smaller, MECE

components without preconceived solutions.

Use Cases: Hypothesis-driven is efficient with strong confidence in the

hypothesis, while issue-driven is preferred for complex problems.

How can I apply the 4S method in my

organization according to Cracked It!?

Start with State: Begin by clearly defining the problem using the
TOSCA framework.
 Structure the Problem: Use a hypothesis pyramid or an issue tree to
organize the problem logically.

Conduct Analyses: Perform analyses to test hypotheses or answer

questions in your issue tree.

Sell the Solution: Communicate findings and recommendations

effectively, focusing on audience needs.

How does Cracked It! incorporate design

thinking?

Human-Centered Approach: Emphasizes empathy in problem-solving,

aligning with design thinking principles.

Iterative Process: Design thinking involves phases of empathizing,

defining, ideating, prototyping, and testing.

Real-World Applications: Provides examples of successful design

thinking applications, encouraging a creative mindset.

What are some best practices for selling

solutions as described in Cracked It!?

Clear Core Message: Start with a clear core message when presenting
solutions.
 Use of the Pyramid Principle: Structure presentations with a logical
flow to persuade the audience effectively.

Engaging the Audience: Use storytelling and interactive discussions to

foster a collaborative environment.

What are some analytical frameworks

mentioned in Cracked It!?

Industry Frameworks: Analyze value drivers specific to an industry,

such as the Five Forces model.

Functional Frameworks: Versatile tools applicable across various

business contexts, like market segmentation.

Logical Decompositions: Use logical reasoning to break down

problems into manageable components when frameworks are
unavailable.

What are the best quotes from Cracked

It! and what do they mean?

“Good analysis is the heart of good problem solving.”: Emphasizes the

importance of thorough analysis in developing effective solutions.
 “Prototyping is a highly iterative process.”: Encourages continuous
refinement of ideas through prototyping.

“The ultimate objective of solution selling isn’t to gain intellectual

support for your solution, but to trigger action.”: Highlights the
importance of clear communication and persuasive storytelling to
motivate decision-makers.

Review Summary

4.25 out of 5
Average of 100+ ratings from Goodreads and Amazon.

Cracked it! receives high praise from readers for its comprehensive
approach to problem-solving. Reviewers appreciate the structured 4S
method, real-world examples, and practical frameworks. Many find it
valuable for both aspiring and experienced consultants, managers,
and problem-solvers. The book is commended for its balance of
theory and practice, clear writing style, and useful tools like the
TOSCA framework and Pyramid Principle. Some readers note its
academic tone but still find it highly beneficial for developing
problem-solving skills.
About the Author

Bernard Garrette is an associate dean at HEC business school and a

renowned expert in corporate strategy. He co-authored "Cracked it!"
which focuses on problem-solving techniques used by top strategy
consultants. Garrette's expertise in business strategy and consulting
is evident in the book's practical approach and real-world examples.
His academic background combined with industry knowledge allows
him to present complex problem-solving methods in an accessible
manner. Garrette's work aims to bridge the gap between theoretical
concepts and practical application in the business world, making him
a respected figure in both academic and professional circles.