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How to Navigate 'Wicked Problems'

By: Julie Steininger | 12/11/2008

Contrary to what the phrase sounds like, "wicked problems" are not issues that pre-teen skateboarders encounter at the local skate park. Rather, wicked problems:

• Are hard to define
• Lack precedent
• Have many diverse stakeholders
• Have complex causes
• Fundamentally have no "right answer"

Wicked problems could be economic, environmental or political, such as global climate change or universal health care.

While wicked problems cannot necessarily be solved, they can be made better -- or worse -- and have a major impact on an organization's reputation. Organizations that work to build trust with the people that matter most to them will be better able to navigate their own versions of wicked problems and better positioned for long-term success. Establishing a genuine brand, protecting their reputation, creating honest relationships and engaging in real dialogue with stakeholders will help organizations build trust equity and move forward, achieving success in their terms.

Posted in Brand Positioning, Issues and Crisis Management, Reputation Management