problem solving approach to communication

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1. WHAT IS TECHNICAL COMMUNICATION?

1.1 KEY CONCEPT: Problem-Solving Approach to Communications Tasks

In the workplace, many of the communications tasks you perform are designed to solve a problem or improve a situation. Whether you are doing work for a client, for your employer, with your team, or for someone else, you will typically use some sort of design process to tackle and solve the problem. A clearly-articulated design process provides you with a clear, step-by-step plan for finding the best solution for your situation.

Take a moment to search the Internet for the term “design process” and look at “images.” You will find many variations. Have a look at several of them and see if you can find a common pattern.

One commonality you will likely find in examining other people’s design process diagrams is this: the first step in designing any solution is to clearly define the problem . Figure 1.1.1 shows a typical design process, from problem definition to communicating the solution. Think about the kind of communication that each step of this process might entail.

You cannot begin to work on solutions until you have a clear definition of the problem and goals you want to achieve. This critical first stage of the design process requires that you effectively communicate with the “client” or whoever has the “problem” that needs solving. Poor communication at this stage can derail a project from the start. The rest of the process might seem linear and straightforward, but it is normal to “iterate” or return to previous steps several times throughout the process. Keep in mind that not all projects will go through all steps in this process; and some projects might require additional steps not included in this process.

For our purposes, we will use Barry Hyman’s Problem Formulation model  [1] to clearly define a problem. Hyman’s Problem Formulation model consists of 4 elements:

• Need Statement: recognizes and describes the need for a solution or improvement to an “unsatisfactory situation.”  It answers the questions, “what is wrong with the way things are currently? What is unsatisfactory about it? What negative effects does this situation cause?” You may need to do research and supply data to quantify the negative effects.
• Goal Statement:   describes what the improved situation would look like once a solution has been implemented. The goal statement defines the scope of your search for a solution. At this point, do not describe your solution, only the goal that any proposed solution should achieve. The broader you make your goal, the more numerous and varied your solutions can be; a narrowly focused goal limits the number and variety of possible solutions.
• Objectives :  define measurable, specific outcomes that any feasible solution should optimize (aspects you can use to “grade” the effectiveness of the solution). Objectives provide you with ways to quantifiably measure how well any solution will solve the problem; ideally, they will allow you to compare multiple solutions and determine which one is most effective (which one gets the highest score on meeting the objectives?).
• Constraints :  define the limits that any feasible solution must adhere to in order to be acceptable (pass/fail conditions, range limits, etc .). The key word here is must — constraints are the “go/no go” conditions that determine whether a solution is acceptable or not.  These often include budget and time limits, as well as legal, safety and other regulatory requirements.

Communication as Solution

This model can apply to a communications task as well as more physical design tasks. Imagine your communications task as something that will solve a problem or improve a situation. Before you begin drafting this document or presentation, define the problem you want to solve with this document:

• A potential client lacks sufficient information on whether the solution I have proposed to solve the client’s problem will be feasible, affordable, and effective.
• My instructor lacks sufficient examples of my written work to assign a grade for how well I met the course learning objectives. 
• Provide the client with enough information, in an effective and readable format, to make a decision (ideally, to hire you to build the solution for the problem).
• Provide my instructor with samples of my writing that demonstrate my achievement of the course learning objectives (provide relevant and complete  information in a professionally appropriate forma t, using evidence-based argument; earn an A+ grade on the assignment. )
• Review the client’s RFP to see what specific objectives it lists and how your proposal will be assessed.
• Review the Assignment Description and G rading Rubric for your assignment to determin e specific requirements and learning objectives that your instructor will use to evaluate your work.
• how much time is your audience willing to spend on this? How long can you make your document or presentation? (word length/time limit)
• What format and style do they require? Is there a Style Guide you must follow? A template you can use?
• How much time do you have to create it?  Do you have a deadline? (due date)
• Are there requirements for using sources? (academic integrity rules)

Keep in mind that the document you produce is evaluated in terms of how well it responds to the “problem” — that is, how well it meets the overall goal and demonstrates achievement of specific objectives while abiding by constraints.

EXERCISE 1.2 Define a problem

Think of a problem or an “unsatisfactory situation” that you have recently experienced.  It could be as simple as it’s 8pm, I haven’t had dinner yet, and I’m hungry . Use Hymen’s Problem Formulation schema to formally define the problem — without proposing any particular solutions. Your problem definition should ideally allow multiple possible solutions that adhere to the following:

• Need/Unsatisfactory situation:
• What is your goal?
• What are some measurable objectives you want to achieve?
• What are your constraints?

Download and use the attached Problem Definition Template (.docx)

• B. Hyman, “Ch. 2: Problem formulation,” in Fundamentals of Engineering Design , Upper Saddle River, NJ: Prentice Hall, 2002, pp. 40-54. ↵

Technical Writing Essentials by Suzan Last is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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14.3 Problem Solving and Decision Making in Groups

Learning objectives.

• Discuss the common components and characteristics of problems.
• Explain the five steps of the group problem-solving process.
• Describe the brainstorming and discussion that should take place before the group makes a decision.
• Compare and contrast the different decision-making techniques.
• Discuss the various influences on decision making.

Although the steps of problem solving and decision making that we will discuss next may seem obvious, we often don’t think to or choose not to use them. Instead, we start working on a problem and later realize we are lost and have to backtrack. I’m sure we’ve all reached a point in a project or task and had the “OK, now what?” moment. I’ve recently taken up some carpentry projects as a functional hobby, and I have developed a great respect for the importance of advanced planning. It’s frustrating to get to a crucial point in building or fixing something only to realize that you have to unscrew a support board that you already screwed in, have to drive back to the hardware store to get something that you didn’t think to get earlier, or have to completely start over. In this section, we will discuss the group problem-solving process, methods of decision making, and influences on these processes.

Group Problem Solving

The problem-solving process involves thoughts, discussions, actions, and decisions that occur from the first consideration of a problematic situation to the goal. The problems that groups face are varied, but some common problems include budgeting funds, raising funds, planning events, addressing customer or citizen complaints, creating or adapting products or services to fit needs, supporting members, and raising awareness about issues or causes.

Problems of all sorts have three common components (Adams & Galanes, 2009):

• An undesirable situation. When conditions are desirable, there isn’t a problem.
• A desired situation. Even though it may only be a vague idea, there is a drive to better the undesirable situation. The vague idea may develop into a more precise goal that can be achieved, although solutions are not yet generated.
• Obstacles between undesirable and desirable situation. These are things that stand in the way between the current situation and the group’s goal of addressing it. This component of a problem requires the most work, and it is the part where decision making occurs. Some examples of obstacles include limited funding, resources, personnel, time, or information. Obstacles can also take the form of people who are working against the group, including people resistant to change or people who disagree.

Discussion of these three elements of a problem helps the group tailor its problem-solving process, as each problem will vary. While these three general elements are present in each problem, the group should also address specific characteristics of the problem. Five common and important characteristics to consider are task difficulty, number of possible solutions, group member interest in problem, group member familiarity with problem, and the need for solution acceptance (Adams & Galanes, 2009).

• Task difficulty. Difficult tasks are also typically more complex. Groups should be prepared to spend time researching and discussing a difficult and complex task in order to develop a shared foundational knowledge. This typically requires individual work outside of the group and frequent group meetings to share information.
• Number of possible solutions. There are usually multiple ways to solve a problem or complete a task, but some problems have more potential solutions than others. Figuring out how to prepare a beach house for an approaching hurricane is fairly complex and difficult, but there are still a limited number of things to do—for example, taping and boarding up windows; turning off water, electricity, and gas; trimming trees; and securing loose outside objects. Other problems may be more creatively based. For example, designing a new restaurant may entail using some standard solutions but could also entail many different types of innovation with layout and design.
• Group member interest in problem. When group members are interested in the problem, they will be more engaged with the problem-solving process and invested in finding a quality solution. Groups with high interest in and knowledge about the problem may want more freedom to develop and implement solutions, while groups with low interest may prefer a leader who provides structure and direction.
• Group familiarity with problem. Some groups encounter a problem regularly, while other problems are more unique or unexpected. A family who has lived in hurricane alley for decades probably has a better idea of how to prepare its house for a hurricane than does a family that just recently moved from the Midwest. Many groups that rely on funding have to revisit a budget every year, and in recent years, groups have had to get more creative with budgets as funding has been cut in nearly every sector. When group members aren’t familiar with a problem, they will need to do background research on what similar groups have done and may also need to bring in outside experts.
• Need for solution acceptance. In this step, groups must consider how many people the decision will affect and how much “buy-in” from others the group needs in order for their solution to be successfully implemented. Some small groups have many stakeholders on whom the success of a solution depends. Other groups are answerable only to themselves. When a small group is planning on building a new park in a crowded neighborhood or implementing a new policy in a large business, it can be very difficult to develop solutions that will be accepted by all. In such cases, groups will want to poll those who will be affected by the solution and may want to do a pilot implementation to see how people react. Imposing an excellent solution that doesn’t have buy-in from stakeholders can still lead to failure.

Group problem solving can be a confusing puzzle unless it is approached systematically.

Muness Castle – Problem Solving – CC BY-SA 2.0.

Group Problem-Solving Process

There are several variations of similar problem-solving models based on US American scholar John Dewey’s reflective thinking process (Bormann & Bormann, 1988). As you read through the steps in the process, think about how you can apply what we learned regarding the general and specific elements of problems. Some of the following steps are straightforward, and they are things we would logically do when faced with a problem. However, taking a deliberate and systematic approach to problem solving has been shown to benefit group functioning and performance. A deliberate approach is especially beneficial for groups that do not have an established history of working together and will only be able to meet occasionally. Although a group should attend to each step of the process, group leaders or other group members who facilitate problem solving should be cautious not to dogmatically follow each element of the process or force a group along. Such a lack of flexibility could limit group member input and negatively affect the group’s cohesion and climate.

Step 1: Define the Problem

Define the problem by considering the three elements shared by every problem: the current undesirable situation, the goal or more desirable situation, and obstacles in the way (Adams & Galanes, 2009). At this stage, group members share what they know about the current situation, without proposing solutions or evaluating the information. Here are some good questions to ask during this stage: What is the current difficulty? How did we come to know that the difficulty exists? Who/what is involved? Why is it meaningful/urgent/important? What have the effects been so far? What, if any, elements of the difficulty require clarification? At the end of this stage, the group should be able to compose a single sentence that summarizes the problem called a problem statement . Avoid wording in the problem statement or question that hints at potential solutions. A small group formed to investigate ethical violations of city officials could use the following problem statement: “Our state does not currently have a mechanism for citizens to report suspected ethical violations by city officials.”

Step 2: Analyze the Problem

During this step a group should analyze the problem and the group’s relationship to the problem. Whereas the first step involved exploring the “what” related to the problem, this step focuses on the “why.” At this stage, group members can discuss the potential causes of the difficulty. Group members may also want to begin setting out an agenda or timeline for the group’s problem-solving process, looking forward to the other steps. To fully analyze the problem, the group can discuss the five common problem variables discussed before. Here are two examples of questions that the group formed to address ethics violations might ask: Why doesn’t our city have an ethics reporting mechanism? Do cities of similar size have such a mechanism? Once the problem has been analyzed, the group can pose a problem question that will guide the group as it generates possible solutions. “How can citizens report suspected ethical violations of city officials and how will such reports be processed and addressed?” As you can see, the problem question is more complex than the problem statement, since the group has moved on to more in-depth discussion of the problem during step 2.

Step 3: Generate Possible Solutions

During this step, group members generate possible solutions to the problem. Again, solutions should not be evaluated at this point, only proposed and clarified. The question should be what could we do to address this problem, not what should we do to address it. It is perfectly OK for a group member to question another person’s idea by asking something like “What do you mean?” or “Could you explain your reasoning more?” Discussions at this stage may reveal a need to return to previous steps to better define or more fully analyze a problem. Since many problems are multifaceted, it is necessary for group members to generate solutions for each part of the problem separately, making sure to have multiple solutions for each part. Stopping the solution-generating process prematurely can lead to groupthink. For the problem question previously posed, the group would need to generate solutions for all three parts of the problem included in the question. Possible solutions for the first part of the problem (How can citizens report ethical violations?) may include “online reporting system, e-mail, in-person, anonymously, on-the-record,” and so on. Possible solutions for the second part of the problem (How will reports be processed?) may include “daily by a newly appointed ethics officer, weekly by a nonpartisan nongovernment employee,” and so on. Possible solutions for the third part of the problem (How will reports be addressed?) may include “by a newly appointed ethics commission, by the accused’s supervisor, by the city manager,” and so on.

Step 4: Evaluate Solutions

During this step, solutions can be critically evaluated based on their credibility, completeness, and worth. Once the potential solutions have been narrowed based on more obvious differences in relevance and/or merit, the group should analyze each solution based on its potential effects—especially negative effects. Groups that are required to report the rationale for their decision or whose decisions may be subject to public scrutiny would be wise to make a set list of criteria for evaluating each solution. Additionally, solutions can be evaluated based on how well they fit with the group’s charge and the abilities of the group. To do this, group members may ask, “Does this solution live up to the original purpose or mission of the group?” and “Can the solution actually be implemented with our current resources and connections?” and “How will this solution be supported, funded, enforced, and assessed?” Secondary tensions and substantive conflict, two concepts discussed earlier, emerge during this step of problem solving, and group members will need to employ effective critical thinking and listening skills.

Decision making is part of the larger process of problem solving and it plays a prominent role in this step. While there are several fairly similar models for problem solving, there are many varied decision-making techniques that groups can use. For example, to narrow the list of proposed solutions, group members may decide by majority vote, by weighing the pros and cons, or by discussing them until a consensus is reached. There are also more complex decision-making models like the “six hats method,” which we will discuss later. Once the final decision is reached, the group leader or facilitator should confirm that the group is in agreement. It may be beneficial to let the group break for a while or even to delay the final decision until a later meeting to allow people time to evaluate it outside of the group context.

Step 5: Implement and Assess the Solution

Implementing the solution requires some advanced planning, and it should not be rushed unless the group is operating under strict time restraints or delay may lead to some kind of harm. Although some solutions can be implemented immediately, others may take days, months, or years. As was noted earlier, it may be beneficial for groups to poll those who will be affected by the solution as to their opinion of it or even to do a pilot test to observe the effectiveness of the solution and how people react to it. Before implementation, groups should also determine how and when they would assess the effectiveness of the solution by asking, “How will we know if the solution is working or not?” Since solution assessment will vary based on whether or not the group is disbanded, groups should also consider the following questions: If the group disbands after implementation, who will be responsible for assessing the solution? If the solution fails, will the same group reconvene or will a new group be formed?

Once a solution has been reached and the group has the “green light” to implement it, it should proceed deliberately and cautiously, making sure to consider possible consequences and address them as needed.

Jocko Benoit – Prodigal Light – CC BY-NC-ND 2.0.

Certain elements of the solution may need to be delegated out to various people inside and outside the group. Group members may also be assigned to implement a particular part of the solution based on their role in the decision making or because it connects to their area of expertise. Likewise, group members may be tasked with publicizing the solution or “selling” it to a particular group of stakeholders. Last, the group should consider its future. In some cases, the group will get to decide if it will stay together and continue working on other tasks or if it will disband. In other cases, outside forces determine the group’s fate.

“Getting Competent”

Problem Solving and Group Presentations

Giving a group presentation requires that individual group members and the group as a whole solve many problems and make many decisions. Although having more people involved in a presentation increases logistical difficulties and has the potential to create more conflict, a well-prepared and well-delivered group presentation can be more engaging and effective than a typical presentation. The main problems facing a group giving a presentation are (1) dividing responsibilities, (2) coordinating schedules and time management, and (3) working out the logistics of the presentation delivery.

In terms of dividing responsibilities, assigning individual work at the first meeting and then trying to fit it all together before the presentation (which is what many college students do when faced with a group project) is not the recommended method. Integrating content and visual aids created by several different people into a seamless final product takes time and effort, and the person “stuck” with this job at the end usually ends up developing some resentment toward his or her group members. While it’s OK for group members to do work independently outside of group meetings, spend time working together to help set up some standards for content and formatting expectations that will help make later integration of work easier. Taking the time to complete one part of the presentation together can help set those standards for later individual work. Discuss the roles that various group members will play openly so there isn’t role confusion. There could be one point person for keeping track of the group’s progress and schedule, one point person for communication, one point person for content integration, one point person for visual aids, and so on. Each person shouldn’t do all that work on his or her own but help focus the group’s attention on his or her specific area during group meetings (Stanton, 2009).

Scheduling group meetings is one of the most challenging problems groups face, given people’s busy lives. From the beginning, it should be clearly communicated that the group needs to spend considerable time in face-to-face meetings, and group members should know that they may have to make an occasional sacrifice to attend. Especially important is the commitment to scheduling time to rehearse the presentation. Consider creating a contract of group guidelines that includes expectations for meeting attendance to increase group members’ commitment.

Group presentations require members to navigate many logistics of their presentation. While it may be easier for a group to assign each member to create a five-minute segment and then transition from one person to the next, this is definitely not the most engaging method. Creating a master presentation and then assigning individual speakers creates a more fluid and dynamic presentation and allows everyone to become familiar with the content, which can help if a person doesn’t show up to present and during the question-and-answer section. Once the content of the presentation is complete, figure out introductions, transitions, visual aids, and the use of time and space (Stanton, 2012). In terms of introductions, figure out if one person will introduce all the speakers at the beginning, if speakers will introduce themselves at the beginning, or if introductions will occur as the presentation progresses. In terms of transitions, make sure each person has included in his or her speaking notes when presentation duties switch from one person to the next. Visual aids have the potential to cause hiccups in a group presentation if they aren’t fluidly integrated. Practicing with visual aids and having one person control them may help prevent this. Know how long your presentation is and know how you’re going to use the space. Presenters should know how long the whole presentation should be and how long each of their segments should be so that everyone can share the responsibility of keeping time. Also consider the size and layout of the presentation space. You don’t want presenters huddled in a corner until it’s their turn to speak or trapped behind furniture when their turn comes around.

• Of the three main problems facing group presenters, which do you think is the most challenging and why?
• Why do you think people tasked with a group presentation (especially students) prefer to divide the parts up and have members work on them independently before coming back together and integrating each part? What problems emerge from this method? In what ways might developing a master presentation and then assigning parts to different speakers be better than the more divided method? What are the drawbacks to the master presentation method?

Decision Making in Groups

We all engage in personal decision making daily, and we all know that some decisions are more difficult than others. When we make decisions in groups, we face some challenges that we do not face in our personal decision making, but we also stand to benefit from some advantages of group decision making (Napier & Gershenfeld, 2004). Group decision making can appear fair and democratic but really only be a gesture that covers up the fact that certain group members or the group leader have already decided. Group decision making also takes more time than individual decisions and can be burdensome if some group members do not do their assigned work, divert the group with self-centered or unproductive role behaviors, or miss meetings. Conversely, though, group decisions are often more informed, since all group members develop a shared understanding of a problem through discussion and debate. The shared understanding may also be more complex and deep than what an individual would develop, because the group members are exposed to a variety of viewpoints that can broaden their own perspectives. Group decisions also benefit from synergy, one of the key advantages of group communication that we discussed earlier. Most groups do not use a specific method of decision making, perhaps thinking that they’ll work things out as they go. This can lead to unequal participation, social loafing, premature decisions, prolonged discussion, and a host of other negative consequences. So in this section we will learn some practices that will prepare us for good decision making and some specific techniques we can use to help us reach a final decision.

Brainstorming before Decision Making

Before groups can make a decision, they need to generate possible solutions to their problem. The most commonly used method is brainstorming, although most people don’t follow the recommended steps of brainstorming. As you’ll recall, brainstorming refers to the quick generation of ideas free of evaluation. The originator of the term brainstorming said the following four rules must be followed for the technique to be effective (Osborn, 1959):

• Evaluation of ideas is forbidden.
• Wild and crazy ideas are encouraged.
• Quantity of ideas, not quality, is the goal.
• New combinations of ideas presented are encouraged.

To make brainstorming more of a decision-making method rather than an idea-generating method, group communication scholars have suggested additional steps that precede and follow brainstorming (Cragan & Wright, 1991).

• Do a warm-up brainstorming session. Some people are more apprehensive about publicly communicating their ideas than others are, and a warm-up session can help ease apprehension and prime group members for task-related idea generation. The warm-up can be initiated by anyone in the group and should only go on for a few minutes. To get things started, a person could ask, “If our group formed a band, what would we be called?” or “What other purposes could a mailbox serve?” In the previous examples, the first warm up gets the group’s more abstract creative juices flowing, while the second focuses more on practical and concrete ideas.
• Do the actual brainstorming session. This session shouldn’t last more than thirty minutes and should follow the four rules of brainstorming mentioned previously. To ensure that the fourth rule is realized, the facilitator could encourage people to piggyback off each other’s ideas.
• Eliminate duplicate ideas. After the brainstorming session is over, group members can eliminate (without evaluating) ideas that are the same or very similar.
• Clarify, organize, and evaluate ideas. Before evaluation, see if any ideas need clarification. Then try to theme or group ideas together in some orderly fashion. Since “wild and crazy” ideas are encouraged, some suggestions may need clarification. If it becomes clear that there isn’t really a foundation to an idea and that it is too vague or abstract and can’t be clarified, it may be eliminated. As a caution though, it may be wise to not throw out off-the-wall ideas that are hard to categorize and to instead put them in a miscellaneous or “wild and crazy” category.

Discussion before Decision Making

The nominal group technique guides decision making through a four-step process that includes idea generation and evaluation and seeks to elicit equal contributions from all group members (Delbecq & Ven de Ven, 1971). This method is useful because the procedure involves all group members systematically, which fixes the problem of uneven participation during discussions. Since everyone contributes to the discussion, this method can also help reduce instances of social loafing. To use the nominal group technique, do the following:

• Silently and individually list ideas.
• Create a master list of ideas.
• Clarify ideas as needed.
• Take a secret vote to rank group members’ acceptance of ideas.

During the first step, have group members work quietly, in the same space, to write down every idea they have to address the task or problem they face. This shouldn’t take more than twenty minutes. Whoever is facilitating the discussion should remind group members to use brainstorming techniques, which means they shouldn’t evaluate ideas as they are generated. Ask group members to remain silent once they’ve finished their list so they do not distract others.

During the second step, the facilitator goes around the group in a consistent order asking each person to share one idea at a time. As the idea is shared, the facilitator records it on a master list that everyone can see. Keep track of how many times each idea comes up, as that could be an idea that warrants more discussion. Continue this process until all the ideas have been shared. As a note to facilitators, some group members may begin to edit their list or self-censor when asked to provide one of their ideas. To limit a person’s apprehension with sharing his or her ideas and to ensure that each idea is shared, I have asked group members to exchange lists with someone else so they can share ideas from the list they receive without fear of being personally judged.

During step three, the facilitator should note that group members can now ask for clarification on ideas on the master list. Do not let this discussion stray into evaluation of ideas. To help avoid an unnecessarily long discussion, it may be useful to go from one person to the next to ask which ideas need clarifying and then go to the originator(s) of the idea in question for clarification.

During the fourth step, members use a voting ballot to rank the acceptability of the ideas on the master list. If the list is long, you may ask group members to rank only their top five or so choices. The facilitator then takes up the secret ballots and reviews them in a random order, noting the rankings of each idea. Ideally, the highest ranked idea can then be discussed and decided on. The nominal group technique does not carry a group all the way through to the point of decision; rather, it sets the group up for a roundtable discussion or use of some other method to evaluate the merits of the top ideas.

Specific Decision-Making Techniques

Some decision-making techniques involve determining a course of action based on the level of agreement among the group members. These methods include majority, expert, authority, and consensus rule. Table 14.1 “Pros and Cons of Agreement-Based Decision-Making Techniques” reviews the pros and cons of each of these methods.

Majority rule is a simple method of decision making based on voting. In most cases a majority is considered half plus one.

Becky McCray – Voting – CC BY-NC-ND 2.0.

Majority rule is a commonly used decision-making technique in which a majority (one-half plus one) must agree before a decision is made. A show-of-hands vote, a paper ballot, or an electronic voting system can determine the majority choice. Many decision-making bodies, including the US House of Representatives, Senate, and Supreme Court, use majority rule to make decisions, which shows that it is often associated with democratic decision making, since each person gets one vote and each vote counts equally. Of course, other individuals and mediated messages can influence a person’s vote, but since the voting power is spread out over all group members, it is not easy for one person or party to take control of the decision-making process. In some cases—for example, to override a presidential veto or to amend the constitution—a super majority of two-thirds may be required to make a decision.

Minority rule is a decision-making technique in which a designated authority or expert has final say over a decision and may or may not consider the input of other group members. When a designated expert makes a decision by minority rule, there may be buy-in from others in the group, especially if the members of the group didn’t have relevant knowledge or expertise. When a designated authority makes decisions, buy-in will vary based on group members’ level of respect for the authority. For example, decisions made by an elected authority may be more accepted by those who elected him or her than by those who didn’t. As with majority rule, this technique can be time saving. Unlike majority rule, one person or party can have control over the decision-making process. This type of decision making is more similar to that used by monarchs and dictators. An obvious negative consequence of this method is that the needs or wants of one person can override the needs and wants of the majority. A minority deciding for the majority has led to negative consequences throughout history. The white Afrikaner minority that ruled South Africa for decades instituted apartheid, which was a system of racial segregation that disenfranchised and oppressed the majority population. The quality of the decision and its fairness really depends on the designated expert or authority.

Consensus rule is a decision-making technique in which all members of the group must agree on the same decision. On rare occasions, a decision may be ideal for all group members, which can lead to unanimous agreement without further debate and discussion. Although this can be positive, be cautious that this isn’t a sign of groupthink. More typically, consensus is reached only after lengthy discussion. On the plus side, consensus often leads to high-quality decisions due to the time and effort it takes to get everyone in agreement. Group members are also more likely to be committed to the decision because of their investment in reaching it. On the negative side, the ultimate decision is often one that all group members can live with but not one that’s ideal for all members. Additionally, the process of arriving at consensus also includes conflict, as people debate ideas and negotiate the interpersonal tensions that may result.

Table 14.1 Pros and Cons of Agreement-Based Decision-Making Techniques

“Getting Critical”

Six Hats Method of Decision Making

Edward de Bono developed the Six Hats method of thinking in the late 1980s, and it has since become a regular feature in decision-making training in business and professional contexts (de Bono, 1985). The method’s popularity lies in its ability to help people get out of habitual ways of thinking and to allow group members to play different roles and see a problem or decision from multiple points of view. The basic idea is that each of the six hats represents a different way of thinking, and when we figuratively switch hats, we switch the way we think. The hats and their style of thinking are as follows:

• White hat. Objective—focuses on seeking information such as data and facts and then processes that information in a neutral way.
• Red hat. Emotional—uses intuition, gut reactions, and feelings to judge information and suggestions.
• Black hat. Negative—focuses on potential risks, points out possibilities for failure, and evaluates information cautiously and defensively.
• Yellow hat. Positive—is optimistic about suggestions and future outcomes, gives constructive and positive feedback, points out benefits and advantages.
• Green hat. Creative—tries to generate new ideas and solutions, thinks “outside the box.”
• Blue hat. Philosophical—uses metacommunication to organize and reflect on the thinking and communication taking place in the group, facilitates who wears what hat and when group members change hats.

Specific sequences or combinations of hats can be used to encourage strategic thinking. For example, the group leader may start off wearing the Blue Hat and suggest that the group start their decision-making process with some “White Hat thinking” in order to process through facts and other available information. During this stage, the group could also process through what other groups have done when faced with a similar problem. Then the leader could begin an evaluation sequence starting with two minutes of “Yellow Hat thinking” to identify potential positive outcomes, then “Black Hat thinking” to allow group members to express reservations about ideas and point out potential problems, then “Red Hat thinking” to get people’s gut reactions to the previous discussion, then “Green Hat thinking” to identify other possible solutions that are more tailored to the group’s situation or completely new approaches. At the end of a sequence, the Blue Hat would want to summarize what was said and begin a new sequence. To successfully use this method, the person wearing the Blue Hat should be familiar with different sequences and plan some of the thinking patterns ahead of time based on the problem and the group members. Each round of thinking should be limited to a certain time frame (two to five minutes) to keep the discussion moving.

• This decision-making method has been praised because it allows group members to “switch gears” in their thinking and allows for role playing, which lets people express ideas more freely. How can this help enhance critical thinking? Which combination of hats do you think would be best for a critical thinking sequence?
• What combinations of hats might be useful if the leader wanted to break the larger group up into pairs and why? For example, what kind of thinking would result from putting Yellow and Red together, Black and White together, or Red and White together, and so on?
• Based on your preferred ways of thinking and your personality, which hat would be the best fit for you? Which would be the most challenging? Why?

Influences on Decision Making

Many factors influence the decision-making process. For example, how might a group’s independence or access to resources affect the decisions they make? What potential advantages and disadvantages come with decisions made by groups that are more or less similar in terms of personality and cultural identities? In this section, we will explore how situational, personality, and cultural influences affect decision making in groups.

Situational Influences on Decision Making

A group’s situational context affects decision making. One key situational element is the degree of freedom that the group has to make its own decisions, secure its own resources, and initiate its own actions. Some groups have to go through multiple approval processes before they can do anything, while others are self-directed, self-governing, and self-sustaining. Another situational influence is uncertainty. In general, groups deal with more uncertainty in decision making than do individuals because of the increased number of variables that comes with adding more people to a situation. Individual group members can’t know what other group members are thinking, whether or not they are doing their work, and how committed they are to the group. So the size of a group is a powerful situational influence, as it adds to uncertainty and complicates communication.

Access to information also influences a group. First, the nature of the group’s task or problem affects its ability to get information. Group members can more easily make decisions about a problem when other groups have similarly experienced it. Even if the problem is complex and serious, the group can learn from other situations and apply what it learns. Second, the group must have access to flows of information. Access to archives, electronic databases, and individuals with relevant experience is necessary to obtain any relevant information about similar problems or to do research on a new or unique problem. In this regard, group members’ formal and information network connections also become important situational influences.

The urgency of a decision can have a major influence on the decision-making process. As a situation becomes more urgent, it requires more specific decision-making methods and types of communication.

Judith E. Bell – Urgent – CC BY-SA 2.0.

The origin and urgency of a problem are also situational factors that influence decision making. In terms of origin, problems usually occur in one of four ways:

• Something goes wrong. Group members must decide how to fix or stop something. Example—a firehouse crew finds out that half of the building is contaminated with mold and must be closed down.
• Expectations change or increase. Group members must innovate more efficient or effective ways of doing something. Example—a firehouse crew finds out that the district they are responsible for is being expanded.
• Something goes wrong and expectations change or increase. Group members must fix/stop and become more efficient/effective. Example—the firehouse crew has to close half the building and must start responding to more calls due to the expanding district.
• The problem existed from the beginning. Group members must go back to the origins of the situation and walk through and analyze the steps again to decide what can be done differently. Example—a firehouse crew has consistently had to work with minimal resources in terms of building space and firefighting tools.

In each of the cases, the need for a decision may be more or less urgent depending on how badly something is going wrong, how high the expectations have been raised, or the degree to which people are fed up with a broken system. Decisions must be made in situations ranging from crisis level to mundane.

Personality Influences on Decision Making

A long-studied typology of value orientations that affect decision making consists of the following types of decision maker: the economic, the aesthetic, the theoretical, the social, the political, and the religious (Spranger, 1928).

• The economic decision maker makes decisions based on what is practical and useful.
• The aesthetic decision maker makes decisions based on form and harmony, desiring a solution that is elegant and in sync with the surroundings.
• The theoretical decision maker wants to discover the truth through rationality.
• The social decision maker emphasizes the personal impact of a decision and sympathizes with those who may be affected by it.
• The political decision maker is interested in power and influence and views people and/or property as divided into groups that have different value.
• The religious decision maker seeks to identify with a larger purpose, works to unify others under that goal, and commits to a viewpoint, often denying one side and being dedicated to the other.

In the United States, economic, political, and theoretical decision making tend to be more prevalent decision-making orientations, which likely corresponds to the individualistic cultural orientation with its emphasis on competition and efficiency. But situational context, as we discussed before, can also influence our decision making.

Personality affects decision making. For example, “economic” decision makers decide based on what is practical and useful.

One Way Stock – Tough Decisions Ahead – CC BY-ND 2.0.

The personalities of group members, especially leaders and other active members, affect the climate of the group. Group member personalities can be categorized based on where they fall on a continuum anchored by the following descriptors: dominant/submissive, friendly/unfriendly, and instrumental/emotional (Cragan & Wright, 1999). The more group members there are in any extreme of these categories, the more likely that the group climate will also shift to resemble those characteristics.

• Dominant versus submissive. Group members that are more dominant act more independently and directly, initiate conversations, take up more space, make more direct eye contact, seek leadership positions, and take control over decision-making processes. More submissive members are reserved, contribute to the group only when asked to, avoid eye contact, and leave their personal needs and thoughts unvoiced or give into the suggestions of others.
• Friendly versus unfriendly. Group members on the friendly side of the continuum find a balance between talking and listening, don’t try to win at the expense of other group members, are flexible but not weak, and value democratic decision making. Unfriendly group members are disagreeable, indifferent, withdrawn, and selfish, which leads them to either not invest in decision making or direct it in their own interest rather than in the interest of the group.
• Instrumental versus emotional. Instrumental group members are emotionally neutral, objective, analytical, task-oriented, and committed followers, which leads them to work hard and contribute to the group’s decision making as long as it is orderly and follows agreed-on rules. Emotional group members are creative, playful, independent, unpredictable, and expressive, which leads them to make rash decisions, resist group norms or decision-making structures, and switch often from relational to task focus.

Cultural Context and Decision Making

Just like neighborhoods, schools, and countries, small groups vary in terms of their degree of similarity and difference. Demographic changes in the United States and increases in technology that can bring different people together make it more likely that we will be interacting in more and more heterogeneous groups (Allen, 2011). Some small groups are more homogenous, meaning the members are more similar, and some are more heterogeneous, meaning the members are more different. Diversity and difference within groups has advantages and disadvantages. In terms of advantages, research finds that, in general, groups that are culturally heterogeneous have better overall performance than more homogenous groups (Haslett & Ruebush, 1999). Additionally, when group members have time to get to know each other and competently communicate across their differences, the advantages of diversity include better decision making due to different perspectives (Thomas, 1999). Unfortunately, groups often operate under time constraints and other pressures that make the possibility for intercultural dialogue and understanding difficult. The main disadvantage of heterogeneous groups is the possibility for conflict, but given that all groups experience conflict, this isn’t solely due to the presence of diversity. We will now look more specifically at how some of the cultural value orientations we’ve learned about already in this book can play out in groups with international diversity and how domestic diversity in terms of demographics can also influence group decision making.

International Diversity in Group Interactions

Cultural value orientations such as individualism/collectivism, power distance, and high-/low-context communication styles all manifest on a continuum of communication behaviors and can influence group decision making. Group members from individualistic cultures are more likely to value task-oriented, efficient, and direct communication. This could manifest in behaviors such as dividing up tasks into individual projects before collaboration begins and then openly debating ideas during discussion and decision making. Additionally, people from cultures that value individualism are more likely to openly express dissent from a decision, essentially expressing their disagreement with the group. Group members from collectivistic cultures are more likely to value relationships over the task at hand. Because of this, they also tend to value conformity and face-saving (often indirect) communication. This could manifest in behaviors such as establishing norms that include periods of socializing to build relationships before task-oriented communication like negotiations begin or norms that limit public disagreement in favor of more indirect communication that doesn’t challenge the face of other group members or the group’s leader. In a group composed of people from a collectivistic culture, each member would likely play harmonizing roles, looking for signs of conflict and resolving them before they become public.

Power distance can also affect group interactions. Some cultures rank higher on power-distance scales, meaning they value hierarchy, make decisions based on status, and believe that people have a set place in society that is fairly unchangeable. Group members from high-power-distance cultures would likely appreciate a strong designated leader who exhibits a more directive leadership style and prefer groups in which members have clear and assigned roles. In a group that is homogenous in terms of having a high-power-distance orientation, members with higher status would be able to openly provide information, and those with lower status may not provide information unless a higher status member explicitly seeks it from them. Low-power-distance cultures do not place as much value and meaning on status and believe that all group members can participate in decision making. Group members from low-power-distance cultures would likely freely speak their mind during a group meeting and prefer a participative leadership style.

How much meaning is conveyed through the context surrounding verbal communication can also affect group communication. Some cultures have a high-context communication style in which much of the meaning in an interaction is conveyed through context such as nonverbal cues and silence. Group members from high-context cultures may avoid saying something directly, assuming that other group members will understand the intended meaning even if the message is indirect. So if someone disagrees with a proposed course of action, he or she may say, “Let’s discuss this tomorrow,” and mean, “I don’t think we should do this.” Such indirect communication is also a face-saving strategy that is common in collectivistic cultures. Other cultures have a low-context communication style that places more importance on the meaning conveyed through words than through context or nonverbal cues. Group members from low-context cultures often say what they mean and mean what they say. For example, if someone doesn’t like an idea, they might say, “I think we should consider more options. This one doesn’t seem like the best we can do.”

In any of these cases, an individual from one culture operating in a group with people of a different cultural orientation could adapt to the expectations of the host culture, especially if that person possesses a high degree of intercultural communication competence (ICC). Additionally, people with high ICC can also adapt to a group member with a different cultural orientation than the host culture. Even though these cultural orientations connect to values that affect our communication in fairly consistent ways, individuals may exhibit different communication behaviors depending on their own individual communication style and the situation.

Domestic Diversity and Group Communication

While it is becoming more likely that we will interact in small groups with international diversity, we are guaranteed to interact in groups that are diverse in terms of the cultural identities found within a single country or the subcultures found within a larger cultural group.

Gender stereotypes sometimes influence the roles that people play within a group. For example, the stereotype that women are more nurturing than men may lead group members (both male and female) to expect that women will play the role of supporters or harmonizers within the group. Since women have primarily performed secretarial work since the 1900s, it may also be expected that women will play the role of recorder. In both of these cases, stereotypical notions of gender place women in roles that are typically not as valued in group communication. The opposite is true for men. In terms of leadership, despite notable exceptions, research shows that men fill an overwhelmingly disproportionate amount of leadership positions. We are socialized to see certain behaviors by men as indicative of leadership abilities, even though they may not be. For example, men are often perceived to contribute more to a group because they tend to speak first when asked a question or to fill a silence and are perceived to talk more about task-related matters than relationally oriented matters. Both of these tendencies create a perception that men are more engaged with the task. Men are also socialized to be more competitive and self-congratulatory, meaning that their communication may be seen as dedicated and their behaviors seen as powerful, and that when their work isn’t noticed they will be more likely to make it known to the group rather than take silent credit. Even though we know that the relational elements of a group are crucial for success, even in high-performance teams, that work is not as valued in our society as the task-related work.

Despite the fact that some communication patterns and behaviors related to our typical (and stereotypical) gender socialization affect how we interact in and form perceptions of others in groups, the differences in group communication that used to be attributed to gender in early group communication research seem to be diminishing. This is likely due to the changing organizational cultures from which much group work emerges, which have now had more than sixty years to adjust to women in the workplace. It is also due to a more nuanced understanding of gender-based research, which doesn’t take a stereotypical view from the beginning as many of the early male researchers did. Now, instead of biological sex being assumed as a factor that creates inherent communication differences, group communication scholars see that men and women both exhibit a range of behaviors that are more or less feminine or masculine. It is these gendered behaviors, and not a person’s gender, that seem to have more of an influence on perceptions of group communication. Interestingly, group interactions are still masculinist in that male and female group members prefer a more masculine communication style for task leaders and that both males and females in this role are more likely to adapt to a more masculine communication style. Conversely, men who take on social-emotional leadership behaviors adopt a more feminine communication style. In short, it seems that although masculine communication traits are more often associated with high status positions in groups, both men and women adapt to this expectation and are evaluated similarly (Haslett & Ruebush, 1999).

Other demographic categories are also influential in group communication and decision making. In general, group members have an easier time communicating when they are more similar than different in terms of race and age. This ease of communication can make group work more efficient, but the homogeneity may sacrifice some creativity. As we learned earlier, groups that are diverse (e.g., they have members of different races and generations) benefit from the diversity of perspectives in terms of the quality of decision making and creativity of output.

In terms of age, for the first time since industrialization began, it is common to have three generations of people (and sometimes four) working side by side in an organizational setting. Although four generations often worked together in early factories, they were segregated based on their age group, and a hierarchy existed with older workers at the top and younger workers at the bottom. Today, however, generations interact regularly, and it is not uncommon for an older person to have a leader or supervisor who is younger than him or her (Allen, 2011). The current generations in the US workplace and consequently in work-based groups include the following:

• The Silent Generation. Born between 1925 and 1942, currently in their midsixties to mideighties, this is the smallest generation in the workforce right now, as many have retired or left for other reasons. This generation includes people who were born during the Great Depression or the early part of World War II, many of whom later fought in the Korean War (Clarke, 1970).
• The Baby Boomers. Born between 1946 and 1964, currently in their late forties to midsixties, this is the largest generation in the workforce right now. Baby boomers are the most populous generation born in US history, and they are working longer than previous generations, which means they will remain the predominant force in organizations for ten to twenty more years.
• Generation X. Born between 1965 and 1981, currently in their early thirties to midforties, this generation was the first to see technology like cell phones and the Internet make its way into classrooms and our daily lives. Compared to previous generations, “Gen-Xers” are more diverse in terms of race, religious beliefs, and sexual orientation and also have a greater appreciation for and understanding of diversity.
• Generation Y. Born between 1982 and 2000, “Millennials” as they are also called are currently in their late teens up to about thirty years old. This generation is not as likely to remember a time without technology such as computers and cell phones. They are just starting to enter into the workforce and have been greatly affected by the economic crisis of the late 2000s, experiencing significantly high unemployment rates.

The benefits and challenges that come with diversity of group members are important to consider. Since we will all work in diverse groups, we should be prepared to address potential challenges in order to reap the benefits. Diverse groups may be wise to coordinate social interactions outside of group time in order to find common ground that can help facilitate interaction and increase group cohesion. We should be sensitive but not let sensitivity create fear of “doing something wrong” that then prevents us from having meaningful interactions. Reviewing Chapter 8 “Culture and Communication” will give you useful knowledge to help you navigate both international and domestic diversity and increase your communication competence in small groups and elsewhere.

Key Takeaways

• Every problem has common components: an undesirable situation, a desired situation, and obstacles between the undesirable and desirable situations. Every problem also has a set of characteristics that vary among problems, including task difficulty, number of possible solutions, group member interest in the problem, group familiarity with the problem, and the need for solution acceptance.

The group problem-solving process has five steps:

• Define the problem by creating a problem statement that summarizes it.
• Analyze the problem and create a problem question that can guide solution generation.
• Generate possible solutions. Possible solutions should be offered and listed without stopping to evaluate each one.
• Evaluate the solutions based on their credibility, completeness, and worth. Groups should also assess the potential effects of the narrowed list of solutions.
• Implement and assess the solution. Aside from enacting the solution, groups should determine how they will know the solution is working or not.
• Before a group makes a decision, it should brainstorm possible solutions. Group communication scholars suggest that groups (1) do a warm-up brainstorming session; (2) do an actual brainstorming session in which ideas are not evaluated, wild ideas are encouraged, quantity not quality of ideas is the goal, and new combinations of ideas are encouraged; (3) eliminate duplicate ideas; and (4) clarify, organize, and evaluate ideas. In order to guide the idea-generation process and invite equal participation from group members, the group may also elect to use the nominal group technique.
• Common decision-making techniques include majority rule, minority rule, and consensus rule. With majority rule, only a majority, usually one-half plus one, must agree before a decision is made. With minority rule, a designated authority or expert has final say over a decision, and the input of group members may or may not be invited or considered. With consensus rule, all members of the group must agree on the same decision.

Several factors influence the decision-making process:

• Situational factors include the degree of freedom a group has to make its own decisions, the level of uncertainty facing the group and its task, the size of the group, the group’s access to information, and the origin and urgency of the problem.
• Personality influences on decision making include a person’s value orientation (economic, aesthetic, theoretical, political, or religious), and personality traits (dominant/submissive, friendly/unfriendly, and instrumental/emotional).
• Cultural influences on decision making include the heterogeneity or homogeneity of the group makeup; cultural values and characteristics such as individualism/collectivism, power distance, and high-/low-context communication styles; and gender and age differences.
• Scenario 1. Task difficulty is high, number of possible solutions is high, group interest in problem is high, group familiarity with problem is low, and need for solution acceptance is high.
• Scenario 2. Task difficulty is low, number of possible solutions is low, group interest in problem is low, group familiarity with problem is high, and need for solution acceptance is low.
• Scenario 1: Academic. A professor asks his or her class to decide whether the final exam should be an in-class or take-home exam.
• Scenario 2: Professional. A group of coworkers must decide which person from their department to nominate for a company-wide award.
• Scenario 3: Personal. A family needs to decide how to divide the belongings and estate of a deceased family member who did not leave a will.
• Scenario 4: Civic. A local branch of a political party needs to decide what five key issues it wants to include in the national party’s platform.
• Group communication researchers have found that heterogeneous groups (composed of diverse members) have advantages over homogenous (more similar) groups. Discuss a group situation you have been in where diversity enhanced your and/or the group’s experience.

Adams, K., and Gloria G. Galanes, Communicating in Groups: Applications and Skills , 7th ed. (Boston, MA: McGraw-Hill, 2009), 220–21.

Allen, B. J., Difference Matters: Communicating Social Identity , 2nd ed. (Long Grove, IL: Waveland, 2011), 5.

Bormann, E. G., and Nancy C. Bormann, Effective Small Group Communication , 4th ed. (Santa Rosa, CA: Burgess CA, 1988), 112–13.

Clarke, G., “The Silent Generation Revisited,” Time, June 29, 1970, 46.

Cragan, J. F., and David W. Wright, Communication in Small Group Discussions: An Integrated Approach , 3rd ed. (St. Paul, MN: West Publishing, 1991), 77–78.

de Bono, E., Six Thinking Hats (Boston, MA: Little, Brown, 1985).

Delbecq, A. L., and Andrew H. Ven de Ven, “A Group Process Model for Problem Identification and Program Planning,” The Journal of Applied Behavioral Science 7, no. 4 (1971): 466–92.

Haslett, B. B., and Jenn Ruebush, “What Differences Do Individual Differences in Groups Make?: The Effects of Individuals, Culture, and Group Composition,” in The Handbook of Group Communication Theory and Research , ed. Lawrence R. Frey (Thousand Oaks, CA: Sage, 1999), 133.

Napier, R. W., and Matti K. Gershenfeld, Groups: Theory and Experience , 7th ed. (Boston, MA: Houghton Mifflin, 2004), 292.

Osborn, A. F., Applied Imagination (New York: Charles Scribner’s Sons, 1959).

Spranger, E., Types of Men (New York: Steckert, 1928).

Stanton, C., “How to Deliver Group Presentations: The Unified Team Approach,” Six Minutes Speaking and Presentation Skills , November 3, 2009, accessed August 28, 2012, http://sixminutes.dlugan.com/group-presentations-unified-team-approach .

Thomas, D. C., “Cultural Diversity and Work Group Effectiveness: An Experimental Study,” Journal of Cross-Cultural Psychology 30, no. 2 (1999): 242–63.

Communication in the Real World Copyright © 2016 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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1.5 Using a Problem-Solving Approach to Communicate

Learning objectives.

• Understand communication as a process of solving problems.
• Use Hyman’s Problem Formulation model to analyze communication problems.

In the workplace, many communications tasks are designed to solve a problem or improve a situation. Whether you are working for a client, your employer, your team, or someone else, you will typically use some design process to tackle and solve the problem. A clearly-articulated design process provides a clear, step-by-step plan for finding the best solution for your situation.

Take a moment to search the Internet for the term “design process” and look at “images.” You will find many variations. Look at several of them and see if you can find a common pattern.

One commonality you will likely find in examining other people’s design process diagrams is this: the first step in designing any solution is to clearly define the problem . Figure 1.5.1.  shows a typical design process, from problem definition to communicating the solution. Think about the kind of communication each step of this process might entail.

You cannot begin to work on solutions until you clearly define the problem and goals you want to achieve. This critical first stage of the design process requires that you effectively communicate with the “client” or whoever has the “problem” that needs solving. Poor communication at this stage can derail a project from the start. The rest of the process might seem linear and straightforward, but it is normal to “iterate” or return to previous steps several times. Keep in mind that not all projects will go through all steps in this process, and some projects might require additional steps not included in this process.

For our purposes, we will use Barry Hyman’s Problem Formulation model [1] to clearly define a problem. Hyman’s Problem Formulation model consists of 4 elements:

• Need Statement: recognizes and describes the need for a solution or improvement to an “unsatisfactory situation.”  It answers the questions: “What is wrong with the way things are currently? What is unsatisfactory about it? What negative effects does this situation cause?” You may need to research and supply data to quantify the negative effects.
• Goal Statement:   describes what the improved situation would look like once a solution has been implemented. The goal statement defines the scope of your search for a solution. At this point, do not describe your solution, only the goal that any proposed solution should achieve. The broader you make your goal, the more numerous and varied your solutions can be; a narrowly focused goal limits the number and variety of possible solutions.
• Objectives :  define measurable, specific outcomes that any feasible solution should optimize (aspects you can use to “grade” the effectiveness of the solution). Objectives provide ways to quantifiably measure how well any solution will solve the problem; ideally, they will allow you to compare multiple solutions and determine which is most effective (which gets the highest score on meeting the objectives?).
• Constraints :  define the limits that any feasible solution must adhere to in order to be acceptable (pass/fail conditions, range limits, etc .). The key word here is must — constraints are the “go/no go” conditions that determine whether a solution is acceptable.  These often include budget and time limits and legal, safety and other regulatory requirements.

Communication as Solution

This model can apply to a communications task as well as more physical design tasks. Imagine your communications task as something that will solve a problem or improve a situation. Before you begin drafting this document or presentation, define the problem you want to solve with this document:

• Understand the Need: consider what gave rise to the need to communicate. Does someone lack sufficient information to make a decision or take a position on an issue? Did someone request information? Is there some unsatisfactory situation that needs to be remedied by communicating with your audience? What specifically is unsatisfactory about it? Consider your audience.
• A potential client lacks sufficient information on whether the solution I have proposed to solve the client’s problem will be feasible, affordable, and effective.
• My instructor lacks sufficient examples of my written work to assign a grade for how well I met the course learning objectives. 
• Establish a Goal: consider your purpose in communicating. What do you want your reader to do, think, or know? Do you want your reader to make a decision? Change their opinion or behaviour? Follow a course of action? What is your desired outcome? And what form and style of communication will best lead to that outcome?
• Provide the client with enough information in an effective and readable format to make a decision (ideally, to hire you to build the solution for the problem).
• Provide my instructor with samples of my writing that demonstrate my achievement of the course learning objectives (provide relevant and complete  information in a professionally appropriate forma t, using evidence-based argument; earn an A+ grade on the assignment. )
• Define Objectives: consider the specifics of your message and your audience to determine what criteria you should meet. What form should it take? What content elements will you need to include? What kind of research will be required? What information does your audience want/need? What do they already know?
• Review the client’s RFP to see its specific objectives and how your proposal will be assessed.
• Review your assignment’s Assignment Description and Grading Rubric to determin e specific requirements and learning objectives that your instructor will use to evaluate your work.
• Identify Constraints: what are the pass/fail conditions of this document?  Consider your rhetorical situation. What conditions exist that present barriers or challenges to communication? How can you address them?
• How much time is your audience willing to spend on this? How long can you make your document or presentation? (word length/time limit)
• What format and style do they require? Is there a Style Guide you must follow? A template you can use?
• How much time do you have to create it?  Do you have a deadline? (due date)
• Are there requirements for using sources? (academic integrity rules)

Keep in mind that the document you produce is evaluated in terms of how well it responds to the “problem” — that is, how well it meets the overall goal and demonstrates the achievement of specific objectives while abiding by constraints.

Key Takeaways

• Many communications tasks are designed to solve a problem or improve a situation.
• Analyzing the communication situation or problem can improve your ability to communicate successfully.

Think of a problem or an “unsatisfactory situation” that you have recently experienced.  It could be as simple as it’s 8 pm, I haven’t had dinner yet, and I’m hungry . Use Hymen’s Problem Formulation schema to formally define the problem — without proposing any particular solutions. Your problem definition should ideally allow multiple possible solutions that adhere to the following:

• Need/Unsatisfactory situation:
• What is your goal?
• What are some measurable objectives you want to achieve?
• What are your constraints?
• B. Hyman, “Ch. 2: Problem formulation,” in Fundamentals of Engineering Design , Upper Saddle River, NJ: Prentice Hall, 2002, pp. 40-54. ↵

1.5 Using a Problem-Solving Approach to Communicate Copyright © 2024 by Suzan Last is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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2.2 Problem-Solving Approach to Communications Tasks

Learning objectives.

In the workplace, many of the communications tasks you perform are designed to solve a problem or improve a situation. Whether you are doing work for a client, for your employer, with your team, or for someone else, you will typically use some sort of design process to tackle and solve the problem. A clearly-articulated design process provides you with a clear, step-by-step plan for finding the best solution for your situation.

Take a moment to search the Internet for the term “design process” and look at “images.” You will find many variations. Have a look at several of them and see if you can find a common pattern.

One commonality you will likely find in examining other people’s design process diagrams is this: the first step in designing any solution is to clearly define the problem . Figure 1. [1] shows NASA’s basic design process. Think about the kind of communication that each step of this process might entail.

You cannot begin to work on solutions until you have a clear definition of the problem and goals you want to achieve. This critical first stage of the design process requires that you effectively communicate with the “client” or whoever has the “problem” that needs solving. Poor communication at this stage can derail a project from the start.

For our purposes, we will use Barry Hyman’s Problem Formulation model  [2] to clearly define a problem. Hyman’s Problem Formulation model consists of 4 elements:

• Need Statement: recognizes and describes the need for a solution or improvement to an “unsatisfactory situation.”  It answers the questions, “what is wrong with the way things are currently? What is unsatisfactory about it? What negative effects does this situation cause?” You may need to do research and supply data to quantify the negative effects.
• Goal Statement:   describes what the improved situation would look like once a solution has been implemented. The goal statement defines the scope of your search for a solution. At this point, do not describe your solution, only the goal that any proposed solution should achieve. The broader you make your goal, the more numerous and varied your solutions can be; a narrowly focused goal limits the number and variety of possible solutions.
• Objectives :  define measurable, specific outcomes that any feasible solution should optimize (aspects you can use to “grade” the effectiveness of the solution). Objectives provide you with ways to quantifiably measure how well any solution will solve the problem; ideally, they will allow you to compare multiple solutions and figure out which one is most effective (which one gets the highest score on meeting the objectives?).
• Constraints :  define the limits that any feasible solution must adhere to in order to be acceptable (pass/fail conditions, range limits, etc .). The key word here is must — constraints are the “go/no go” conditions that determine whether a solution is acceptable or not.  These often include budget and time limits, as well as legal, safety and other regulatory requirements.

Communication as Solution

This model can apply to a communications task as well as more physical design tasks. Imagine your communications task as something that will solve a problem or improve a situation. Before you begin drafting this document or presentation, define the problem you want to solve with this document:

• A potential client lacks sufficient information on whether the solution I have proposed to solve the client’s problem will be feasible, affordable, and effective.
• My instructor lacks sufficient examples of my written work to assign a grade for how well I met the course learning objectives. 
• Provide the client with enough information, in an effective and readable format, to make a decision (ideally, to hire you to build the solution for the problem).
• Provide my instructor with samples of my writing that demonstrate my achievement of the course learning objectives (provide relevant and complete  information in a professionally appropriate forma t, using evidence-based argument; earn an A+ grade on the assignment. )
• Review the client’s RFP to see what specific objectives it lists and how your proposal will be assessed.
• Review the Assignment Description and G rading Rubric for your assignment to determin e specific requirements and learning objectives that your instructor will use to evaluate your work.
• how much time is your audience willing to spend on this? How long can you make your document or presentation? (word length/time limit)
• What format and style do they require? Is there a Style Guide you must follow? A template you can use?
• How much time do you have to create it?  Do you have a deadline? (due date)
• Are there requirements for using sources? (academic integrity rules)

Keep in mind that the document you produce is evaluated in terms of how well it responds to the “problem” — that is, how well it meets the overall goal and demonstrates achievement of specific objectives while abiding by constraints.

EXERCISE:  Define a problem

Think of a problem or an “unsatisfactory situation” that you have recently experienced.  It could be as simple as it’s 8pm, I haven’t had dinner yet, and I’m hungry . Use Hymen’s Problem Formulation schema to formally define the problem — without proposing any particular solutions. Your problem definition should ideally allow multiple possible solutions that adhere to the following:

• Need/Unsatisfactory situation:
• What is your goal?
• What are some measurable objectives you want to achieve?
• What are your constraints?

Download and use the attached Problem Definition Template (.docx)

• "NASA design process."  NASA STEM Engagement [Online]. Available: https://www.nasa.gov/audience/foreducators/best/index.html.Used for educational and noncommercial purposes. ↵
• B. Hyman, “Ch. 2: Problem formulation,” in Fundamentals of Engineering Design , Upper Saddle River, NJ: Prentice Hall, 2002, pp. 40-54. ↵

2.2 Problem-Solving Approach to Communications Tasks Copyright © 2021 by Suzan Last is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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1.1 KEY CONCEPT: Problem-Solving Approach to Communications Tasks

In the workplace, many of the communication tasks you perform are designed to solve a problem or improve a situation. Whether you are doing work for a client, for your employer, with your team, or for someone else, you will typically use some sort of organized process to tackle and solve the problem. A clearly articulated design process provides you with a clear, step-by-step plan for finding the best solution for your situation.

Take a moment to search the Internet for the term “design process” and look at “images.” You will find many variations. Have a look at several of them and see if you can find a common pattern.

One commonality you will likely find in examining other people’s design process diagrams is this: the first steps in designing any solution is to analyze the audience and then clearly define the problem . Analyzing the audience allows you to adapt the process to the needs of the audience. When defining the problem, you are also determining, in part, a course of action. Figure 1.1.1 shows Elon University’s basic design thinking process. Think about the kind of communication that each step of this process might entail.

You cannot begin to work on solutions until know your audience and have a clear definition of the problem and the goals you want to achieve. These critical first stages of the design process require that you effectively communicate with the “client” or whoever has the “problem” that needs solving. Poor communication at this stage can derail a project from the start.

Before we examine the step-by-step process to developing a business/research problem, the video below will review the importance of clearly defining a business/research problem.

For our purposes, we will use Barry Hyman’s Problem Formulation model (2002) to clearly define a problem. Hyman’s Problem Formulation model consists of four elements:

• Need Statement: recognizes and describes the need for a solution or improvement to an “unsatisfactory situation.”  It answers the questions, “what is wrong with the way things are currently? What is unsatisfactory about the situation? What negative effects does it cause?” You may need to do research and supply data to quantify the negative effects.
• Goal Statement: describes what the improved situation would look like once a solution has been implemented. The goal statement defines the scope of your search for a solution. At this point, do not describe your solution, only the goal that any proposed solution should achieve. The broader you make your goal, the more numerous and varied the solution can be; a narrowly focused goal limits the number and variety of possible solutions.
• Objectives : define measurable, specific outcomes that any feasible solution should optimize (aspects you can use to evaluate the effectiveness of the solution). Objectives provide you with ways to quantifiably measure how well any solution will solve the problem; ideally, they will allow you to compare multiple solutions and figure out which one is most effective (which one gets the highest score on meeting the objectives?).
• Constraints : define the limits that any feasible solution must adhere to in order to be acceptable (pass/fail conditions, range limits, etc.). The keyword here is must — constraints are the “go/no go” conditions that determine whether a solution is acceptable or not.  These often include budget and time limits, as well as legal, safety and other regulatory requirements.

Knowledge Check

Communication as Solution

While not all business communications, like messages of appreciation and confirmation, respond to problems, this model can apply to communications tasks and more project-related design tasks that focus on problem-solving. In such cases, before you begin drafting the document or presentation, define the problem you want to solve:

• A potential client lacks sufficient information on whether the solution I have proposed to solve the client’s problem will be feasible, affordable, and effective.
• My instructor lacks sufficient examples of my written work to assign a grade for how well I met the course learning objectives. 
• Provide the client with enough information, in an effective and readable format, to make a decision (ideally, to hire you to create a solution for the problem).
• Provide my instructor with samples of my writing that demonstrate my achievement of the course learning objectives (provide relevant and complete  information in a professionally appropriate forma t, using evidence-based argument; earn an A+ grade on the assignment. )
• Review the client’s RFP to see what specific objectives it lists and how your proposal will be assessed.
• Review the Assignment Description and G rading Rubric for your assignment to determin e specific requirements and objectives that your instructor will use to evaluate your work.
• How much time is your audience willing to spend on this? How long can you make your document or presentation? (word length/time limit)
• What format and style do they require? Is there a Style Guide you must follow? A template you can use?
• How much time do you have to create it?  Do you have a deadline? (due date)
• Are there requirements for using sources? (academic integrity rules)

In addition to the process above, the following video provides a slightly different problem-solving process; however, it incorporates many of the same principles described above.

( How to Solve a Problem in Four Steps , 2015)

Keep in mind that the document you produce is evaluated in terms of how well it meets the overall goal and demonstrates achievement of specific objectives while abiding by constraints.

EXERCISE 1.1.1 Define a problem

Think of a problem or an “unsatisfactory situation” that you have recently experienced.  It could be as simple as It’s 8 p.m., I haven’t had dinner yet, and I’m hungry . Use Hymen’s Problem Formulation schema to formally define the problem — without proposing any particular solutions. Your problem definition should ideally allow a multitude of possible solutions that adhere to the following:

• Need/Unsatisfactory situation?
• What is your goal?
• What are some measurable objectives you want to achieve?
• What are your constraints?

Map out your analysis to find the most logical next steps.

00% Effective. (2015). What is a Problem Statement? [Video]. Youtube. https://www.youtube.com/watch?v=vjCCC2kFJcQ&t=43s

DecisionSkills. (2015). How to solve a problem in four steps [Video]. Youtube. https://www.youtube.com/watch?v=QOjTJAFyNrU

Hyman, B. (2002). Ch. 2: Problem formulation. In Fundamentals of engineering design. Upper Saddle River, NJ: Prentice Hall, pp. 40-54.

NASA. (2018, January 30 updated). NASA design process . NASA STEM Engagement.  https://www.nasa.gov/audience/foreducators/best/index.html Used for educational and noncommercial purposes.

Communication Essentials for Business Copyright © 2019 by Suzan Last (Original Author) is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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How to master the seven-step problem-solving process

In this episode of the McKinsey Podcast , Simon London speaks with Charles Conn, CEO of venture-capital firm Oxford Sciences Innovation, and McKinsey senior partner Hugo Sarrazin about the complexities of different problem-solving strategies.

Podcast transcript

Simon London: Hello, and welcome to this episode of the McKinsey Podcast , with me, Simon London. What’s the number-one skill you need to succeed professionally? Salesmanship, perhaps? Or a facility with statistics? Or maybe the ability to communicate crisply and clearly? Many would argue that at the very top of the list comes problem solving: that is, the ability to think through and come up with an optimal course of action to address any complex challenge—in business, in public policy, or indeed in life.

Looked at this way, it’s no surprise that McKinsey takes problem solving very seriously, testing for it during the recruiting process and then honing it, in McKinsey consultants, through immersion in a structured seven-step method. To discuss the art of problem solving, I sat down in California with McKinsey senior partner Hugo Sarrazin and also with Charles Conn. Charles is a former McKinsey partner, entrepreneur, executive, and coauthor of the book Bulletproof Problem Solving: The One Skill That Changes Everything [John Wiley & Sons, 2018].

Charles and Hugo, welcome to the podcast. Thank you for being here.

Hugo Sarrazin: Our pleasure.

Charles Conn: It’s terrific to be here.

Simon London: Problem solving is a really interesting piece of terminology. It could mean so many different things. I have a son who’s a teenage climber. They talk about solving problems. Climbing is problem solving. Charles, when you talk about problem solving, what are you talking about?

Charles Conn: For me, problem solving is the answer to the question “What should I do?” It’s interesting when there’s uncertainty and complexity, and when it’s meaningful because there are consequences. Your son’s climbing is a perfect example. There are consequences, and it’s complicated, and there’s uncertainty—can he make that grab? I think we can apply that same frame almost at any level. You can think about questions like “What town would I like to live in?” or “Should I put solar panels on my roof?”

You might think that’s a funny thing to apply problem solving to, but in my mind it’s not fundamentally different from business problem solving, which answers the question “What should my strategy be?” Or problem solving at the policy level: “How do we combat climate change?” “Should I support the local school bond?” I think these are all part and parcel of the same type of question, “What should I do?”

I’m a big fan of structured problem solving. By following steps, we can more clearly understand what problem it is we’re solving, what are the components of the problem that we’re solving, which components are the most important ones for us to pay attention to, which analytic techniques we should apply to those, and how we can synthesize what we’ve learned back into a compelling story. That’s all it is, at its heart.

I think sometimes when people think about seven steps, they assume that there’s a rigidity to this. That’s not it at all. It’s actually to give you the scope for creativity, which often doesn’t exist when your problem solving is muddled.

Simon London: You were just talking about the seven-step process. That’s what’s written down in the book, but it’s a very McKinsey process as well. Without getting too deep into the weeds, let’s go through the steps, one by one. You were just talking about problem definition as being a particularly important thing to get right first. That’s the first step. Hugo, tell us about that.

Hugo Sarrazin: It is surprising how often people jump past this step and make a bunch of assumptions. The most powerful thing is to step back and ask the basic questions—“What are we trying to solve? What are the constraints that exist? What are the dependencies?” Let’s make those explicit and really push the thinking and defining. At McKinsey, we spend an enormous amount of time in writing that little statement, and the statement, if you’re a logic purist, is great. You debate. “Is it an ‘or’? Is it an ‘and’? What’s the action verb?” Because all these specific words help you get to the heart of what matters.

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Simon London: So this is a concise problem statement.

Hugo Sarrazin: Yeah. It’s not like “Can we grow in Japan?” That’s interesting, but it is “What, specifically, are we trying to uncover in the growth of a product in Japan? Or a segment in Japan? Or a channel in Japan?” When you spend an enormous amount of time, in the first meeting of the different stakeholders, debating this and having different people put forward what they think the problem definition is, you realize that people have completely different views of why they’re here. That, to me, is the most important step.

Charles Conn: I would agree with that. For me, the problem context is critical. When we understand “What are the forces acting upon your decision maker? How quickly is the answer needed? With what precision is the answer needed? Are there areas that are off limits or areas where we would particularly like to find our solution? Is the decision maker open to exploring other areas?” then you not only become more efficient, and move toward what we call the critical path in problem solving, but you also make it so much more likely that you’re not going to waste your time or your decision maker’s time.

How often do especially bright young people run off with half of the idea about what the problem is and start collecting data and start building models—only to discover that they’ve really gone off half-cocked.

Hugo Sarrazin: Yeah.

Charles Conn: And in the wrong direction.

Simon London: OK. So step one—and there is a real art and a structure to it—is define the problem. Step two, Charles?

Charles Conn: My favorite step is step two, which is to use logic trees to disaggregate the problem. Every problem we’re solving has some complexity and some uncertainty in it. The only way that we can really get our team working on the problem is to take the problem apart into logical pieces.

What we find, of course, is that the way to disaggregate the problem often gives you an insight into the answer to the problem quite quickly. I love to do two or three different cuts at it, each one giving a bit of a different insight into what might be going wrong. By doing sensible disaggregations, using logic trees, we can figure out which parts of the problem we should be looking at, and we can assign those different parts to team members.

Simon London: What’s a good example of a logic tree on a sort of ratable problem?

Charles Conn: Maybe the easiest one is the classic profit tree. Almost in every business that I would take a look at, I would start with a profit or return-on-assets tree. In its simplest form, you have the components of revenue, which are price and quantity, and the components of cost, which are cost and quantity. Each of those can be broken out. Cost can be broken into variable cost and fixed cost. The components of price can be broken into what your pricing scheme is. That simple tree often provides insight into what’s going on in a business or what the difference is between that business and the competitors.

If we add the leg, which is “What’s the asset base or investment element?”—so profit divided by assets—then we can ask the question “Is the business using its investments sensibly?” whether that’s in stores or in manufacturing or in transportation assets. I hope we can see just how simple this is, even though we’re describing it in words.

When I went to work with Gordon Moore at the Moore Foundation, the problem that he asked us to look at was “How can we save Pacific salmon?” Now, that sounds like an impossible question, but it was amenable to precisely the same type of disaggregation and allowed us to organize what became a 15-year effort to improve the likelihood of good outcomes for Pacific salmon.

Simon London: Now, is there a danger that your logic tree can be impossibly large? This, I think, brings us onto the third step in the process, which is that you have to prioritize.

Charles Conn: Absolutely. The third step, which we also emphasize, along with good problem definition, is rigorous prioritization—we ask the questions “How important is this lever or this branch of the tree in the overall outcome that we seek to achieve? How much can I move that lever?” Obviously, we try and focus our efforts on ones that have a big impact on the problem and the ones that we have the ability to change. With salmon, ocean conditions turned out to be a big lever, but not one that we could adjust. We focused our attention on fish habitats and fish-harvesting practices, which were big levers that we could affect.

People spend a lot of time arguing about branches that are either not important or that none of us can change. We see it in the public square. When we deal with questions at the policy level—“Should you support the death penalty?” “How do we affect climate change?” “How can we uncover the causes and address homelessness?”—it’s even more important that we’re focusing on levers that are big and movable.

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Simon London: Let’s move swiftly on to step four. You’ve defined your problem, you disaggregate it, you prioritize where you want to analyze—what you want to really look at hard. Then you got to the work plan. Now, what does that mean in practice?

Hugo Sarrazin: Depending on what you’ve prioritized, there are many things you could do. It could be breaking the work among the team members so that people have a clear piece of the work to do. It could be defining the specific analyses that need to get done and executed, and being clear on time lines. There’s always a level-one answer, there’s a level-two answer, there’s a level-three answer. Without being too flippant, I can solve any problem during a good dinner with wine. It won’t have a whole lot of backing.

Simon London: Not going to have a lot of depth to it.

Hugo Sarrazin: No, but it may be useful as a starting point. If the stakes are not that high, that could be OK. If it’s really high stakes, you may need level three and have the whole model validated in three different ways. You need to find a work plan that reflects the level of precision, the time frame you have, and the stakeholders you need to bring along in the exercise.

Charles Conn: I love the way you’ve described that, because, again, some people think of problem solving as a linear thing, but of course what’s critical is that it’s iterative. As you say, you can solve the problem in one day or even one hour.

Charles Conn: We encourage our teams everywhere to do that. We call it the one-day answer or the one-hour answer. In work planning, we’re always iterating. Every time you see a 50-page work plan that stretches out to three months, you know it’s wrong. It will be outmoded very quickly by that learning process that you described. Iterative problem solving is a critical part of this. Sometimes, people think work planning sounds dull, but it isn’t. It’s how we know what’s expected of us and when we need to deliver it and how we’re progressing toward the answer. It’s also the place where we can deal with biases. Bias is a feature of every human decision-making process. If we design our team interactions intelligently, we can avoid the worst sort of biases.

Simon London: Here we’re talking about cognitive biases primarily, right? It’s not that I’m biased against you because of your accent or something. These are the cognitive biases that behavioral sciences have shown we all carry around, things like anchoring, overoptimism—these kinds of things.

Both: Yeah.

Charles Conn: Availability bias is the one that I’m always alert to. You think you’ve seen the problem before, and therefore what’s available is your previous conception of it—and we have to be most careful about that. In any human setting, we also have to be careful about biases that are based on hierarchies, sometimes called sunflower bias. I’m sure, Hugo, with your teams, you make sure that the youngest team members speak first. Not the oldest team members, because it’s easy for people to look at who’s senior and alter their own creative approaches.

Hugo Sarrazin: It’s helpful, at that moment—if someone is asserting a point of view—to ask the question “This was true in what context?” You’re trying to apply something that worked in one context to a different one. That can be deadly if the context has changed, and that’s why organizations struggle to change. You promote all these people because they did something that worked well in the past, and then there’s a disruption in the industry, and they keep doing what got them promoted even though the context has changed.

Simon London: Right. Right.

Hugo Sarrazin: So it’s the same thing in problem solving.

Charles Conn: And it’s why diversity in our teams is so important. It’s one of the best things about the world that we’re in now. We’re likely to have people from different socioeconomic, ethnic, and national backgrounds, each of whom sees problems from a slightly different perspective. It is therefore much more likely that the team will uncover a truly creative and clever approach to problem solving.

Simon London: Let’s move on to step five. You’ve done your work plan. Now you’ve actually got to do the analysis. The thing that strikes me here is that the range of tools that we have at our disposal now, of course, is just huge, particularly with advances in computation, advanced analytics. There’s so many things that you can apply here. Just talk about the analysis stage. How do you pick the right tools?

Charles Conn: For me, the most important thing is that we start with simple heuristics and explanatory statistics before we go off and use the big-gun tools. We need to understand the shape and scope of our problem before we start applying these massive and complex analytical approaches.

Simon London: Would you agree with that?

Hugo Sarrazin: I agree. I think there are so many wonderful heuristics. You need to start there before you go deep into the modeling exercise. There’s an interesting dynamic that’s happening, though. In some cases, for some types of problems, it is even better to set yourself up to maximize your learning. Your problem-solving methodology is test and learn, test and learn, test and learn, and iterate. That is a heuristic in itself, the A/B testing that is used in many parts of the world. So that’s a problem-solving methodology. It’s nothing different. It just uses technology and feedback loops in a fast way. The other one is exploratory data analysis. When you’re dealing with a large-scale problem, and there’s so much data, I can get to the heuristics that Charles was talking about through very clever visualization of data.

You test with your data. You need to set up an environment to do so, but don’t get caught up in neural-network modeling immediately. You’re testing, you’re checking—“Is the data right? Is it sound? Does it make sense?”—before you launch too far.

Simon London: You do hear these ideas—that if you have a big enough data set and enough algorithms, they’re going to find things that you just wouldn’t have spotted, find solutions that maybe you wouldn’t have thought of. Does machine learning sort of revolutionize the problem-solving process? Or are these actually just other tools in the toolbox for structured problem solving?

Charles Conn: It can be revolutionary. There are some areas in which the pattern recognition of large data sets and good algorithms can help us see things that we otherwise couldn’t see. But I do think it’s terribly important we don’t think that this particular technique is a substitute for superb problem solving, starting with good problem definition. Many people use machine learning without understanding algorithms that themselves can have biases built into them. Just as 20 years ago, when we were doing statistical analysis, we knew that we needed good model definition, we still need a good understanding of our algorithms and really good problem definition before we launch off into big data sets and unknown algorithms.

Simon London: Step six. You’ve done your analysis.

Charles Conn: I take six and seven together, and this is the place where young problem solvers often make a mistake. They’ve got their analysis, and they assume that’s the answer, and of course it isn’t the answer. The ability to synthesize the pieces that came out of the analysis and begin to weave those into a story that helps people answer the question “What should I do?” This is back to where we started. If we can’t synthesize, and we can’t tell a story, then our decision maker can’t find the answer to “What should I do?”

Simon London: But, again, these final steps are about motivating people to action, right?

Charles Conn: Yeah.

Simon London: I am slightly torn about the nomenclature of problem solving because it’s on paper, right? Until you motivate people to action, you actually haven’t solved anything.

Charles Conn: I love this question because I think decision-making theory, without a bias to action, is a waste of time. Everything in how I approach this is to help people take action that makes the world better.

Simon London: Hence, these are absolutely critical steps. If you don’t do this well, you’ve just got a bunch of analysis.

Charles Conn: We end up in exactly the same place where we started, which is people speaking across each other, past each other in the public square, rather than actually working together, shoulder to shoulder, to crack these important problems.

Simon London: In the real world, we have a lot of uncertainty—arguably, increasing uncertainty. How do good problem solvers deal with that?

Hugo Sarrazin: At every step of the process. In the problem definition, when you’re defining the context, you need to understand those sources of uncertainty and whether they’re important or not important. It becomes important in the definition of the tree.

You need to think carefully about the branches of the tree that are more certain and less certain as you define them. They don’t have equal weight just because they’ve got equal space on the page. Then, when you’re prioritizing, your prioritization approach may put more emphasis on things that have low probability but huge impact—or, vice versa, may put a lot of priority on things that are very likely and, hopefully, have a reasonable impact. You can introduce that along the way. When you come back to the synthesis, you just need to be nuanced about what you’re understanding, the likelihood.

Often, people lack humility in the way they make their recommendations: “This is the answer.” They’re very precise, and I think we would all be well-served to say, “This is a likely answer under the following sets of conditions” and then make the level of uncertainty clearer, if that is appropriate. It doesn’t mean you’re always in the gray zone; it doesn’t mean you don’t have a point of view. It just means that you can be explicit about the certainty of your answer when you make that recommendation.

Simon London: So it sounds like there is an underlying principle: “Acknowledge and embrace the uncertainty. Don’t pretend that it isn’t there. Be very clear about what the uncertainties are up front, and then build that into every step of the process.”

Hugo Sarrazin: Every step of the process.

Simon London: Yeah. We have just walked through a particular structured methodology for problem solving. But, of course, this is not the only structured methodology for problem solving. One that is also very well-known is design thinking, which comes at things very differently. So, Hugo, I know you have worked with a lot of designers. Just give us a very quick summary. Design thinking—what is it, and how does it relate?

Hugo Sarrazin: It starts with an incredible amount of empathy for the user and uses that to define the problem. It does pause and go out in the wild and spend an enormous amount of time seeing how people interact with objects, seeing the experience they’re getting, seeing the pain points or joy—and uses that to infer and define the problem.

Simon London: Problem definition, but out in the world.

Hugo Sarrazin: With an enormous amount of empathy. There’s a huge emphasis on empathy. Traditional, more classic problem solving is you define the problem based on an understanding of the situation. This one almost presupposes that we don’t know the problem until we go see it. The second thing is you need to come up with multiple scenarios or answers or ideas or concepts, and there’s a lot of divergent thinking initially. That’s slightly different, versus the prioritization, but not for long. Eventually, you need to kind of say, “OK, I’m going to converge again.” Then you go and you bring things back to the customer and get feedback and iterate. Then you rinse and repeat, rinse and repeat. There’s a lot of tactile building, along the way, of prototypes and things like that. It’s very iterative.

Simon London: So, Charles, are these complements or are these alternatives?

Charles Conn: I think they’re entirely complementary, and I think Hugo’s description is perfect. When we do problem definition well in classic problem solving, we are demonstrating the kind of empathy, at the very beginning of our problem, that design thinking asks us to approach. When we ideate—and that’s very similar to the disaggregation, prioritization, and work-planning steps—we do precisely the same thing, and often we use contrasting teams, so that we do have divergent thinking. The best teams allow divergent thinking to bump them off whatever their initial biases in problem solving are. For me, design thinking gives us a constant reminder of creativity, empathy, and the tactile nature of problem solving, but it’s absolutely complementary, not alternative.

Simon London: I think, in a world of cross-functional teams, an interesting question is do people with design-thinking backgrounds really work well together with classical problem solvers? How do you make that chemistry happen?

Hugo Sarrazin: Yeah, it is not easy when people have spent an enormous amount of time seeped in design thinking or user-centric design, whichever word you want to use. If the person who’s applying classic problem-solving methodology is very rigid and mechanical in the way they’re doing it, there could be an enormous amount of tension. If there’s not clarity in the role and not clarity in the process, I think having the two together can be, sometimes, problematic.

The second thing that happens often is that the artifacts the two methodologies try to gravitate toward can be different. Classic problem solving often gravitates toward a model; design thinking migrates toward a prototype. Rather than writing a big deck with all my supporting evidence, they’ll bring an example, a thing, and that feels different. Then you spend your time differently to achieve those two end products, so that’s another source of friction.

Now, I still think it can be an incredibly powerful thing to have the two—if there are the right people with the right mind-set, if there is a team that is explicit about the roles, if we’re clear about the kind of outcomes we are attempting to bring forward. There’s an enormous amount of collaborativeness and respect.

Simon London: But they have to respect each other’s methodology and be prepared to flex, maybe, a little bit, in how this process is going to work.

Hugo Sarrazin: Absolutely.

Simon London: The other area where, it strikes me, there could be a little bit of a different sort of friction is this whole concept of the day-one answer, which is what we were just talking about in classical problem solving. Now, you know that this is probably not going to be your final answer, but that’s how you begin to structure the problem. Whereas I would imagine your design thinkers—no, they’re going off to do their ethnographic research and get out into the field, potentially for a long time, before they come back with at least an initial hypothesis.

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Hugo Sarrazin: That is a great callout, and that’s another difference. Designers typically will like to soak into the situation and avoid converging too quickly. There’s optionality and exploring different options. There’s a strong belief that keeps the solution space wide enough that you can come up with more radical ideas. If there’s a large design team or many designers on the team, and you come on Friday and say, “What’s our week-one answer?” they’re going to struggle. They’re not going to be comfortable, naturally, to give that answer. It doesn’t mean they don’t have an answer; it’s just not where they are in their thinking process.

Simon London: I think we are, sadly, out of time for today. But Charles and Hugo, thank you so much.

Charles Conn: It was a pleasure to be here, Simon.

Hugo Sarrazin: It was a pleasure. Thank you.

Simon London: And thanks, as always, to you, our listeners, for tuning into this episode of the McKinsey Podcast . If you want to learn more about problem solving, you can find the book, Bulletproof Problem Solving: The One Skill That Changes Everything , online or order it through your local bookstore. To learn more about McKinsey, you can of course find us at McKinsey.com.

Charles Conn is CEO of Oxford Sciences Innovation and an alumnus of McKinsey’s Sydney office. Hugo Sarrazin is a senior partner in the Silicon Valley office, where Simon London, a member of McKinsey Publishing, is also based.

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13 Conflict Resolution and Problem Solving

Chapter 13 Check-in:

• Identify Conflict Causes and Effects
• Explore Conflict Approaches Solutions
• Basic Problem Solving Strategy PDCA

Like all communication, good conflict management and resolution requires your time: listen, reflect, and consider all elements of a situation and the people involved.  It is not a simple process and there are some steps to help you navigate the process.  In the end, it is about the relationship.

Frequently considered a negative, conflict can actually be an opportunity for growth in relationship or work.  Your attitude towards the situation and person plays a role in any outcome.  Adam Grant, Professor of Psychology at The Wharton School at the University of Pennsylvania and Saul P. Steinberg Professor of Management, notes that “The absence of conflict is not harmony, it’s apathy.  If you are in a group where people never disagree, the only way that could ever really happen is if the people don’t care enough to speak their minds.” (Grant, February 2021).

However, it is easy to feel at a loss in an immediate conflict situation.  Here are some brief points to consider when faced with more than just a disagreement.

Conflict is emotional: it is much greater than a difference of opinions.  It is usually an expression of not being heard, seen, valued or respected.   It is based on a deeply person need and emotional response, based on perceptions which have identified a threat in any form.  If conflict is ignored, it can fester and result in such entrenched opinions and sides that resolution appears impossible (Segal et al, 2020).

The first step is to determine what the actual problem is as perceived by all parties.  The Conflict Tree analogy is especially useful if you respond well to visuals (O’Connor, 2020).  It is an excellent activity for a group or individual to clarify the effects (branches), core problems (trunk), and even causes of the issue (roots).

Once the actual problem is identified, you can move on to tackling a resolution together.

Approaches to Conflict

There are generally five styles for approaching conflict (Benoliel, 2017) and understanding what they are and what style you lean towards, identifies how you will move through the process.  These categories are determined by whether the focus is on the relationship or the end goal of a task/project.  While these may be more specific to workplace conflicts, they certainly identify personal conflict responses as well.

Collaboration is marked by a balanced focus on the relationship with others and meeting long-term objectives.  A Competition style is marked by individuals who are assertive and probably uncooperative who demonstrate that their priority is the outcome of the project more than the relationships.  Although few people enjoy conflict, the Avoidance style focuses on the the immediate unpleasantness and therefore avoids the issues.  This traditionally marks individuals who are unassertive and uncooperative largely because they assume it is safer to ignore than face an issue.  Sometimes there are individuals who will do anything to please others: this Accommodation approach results in self-sacrifice and is usually the route taken by those who care more about the relationship than the outcome.  Unfortunately, they are frequently taken advantage of in their efforts to please others.  Lastly, there are those who prefer the Compromise strategy. This may seem expedient in the attempt to resolve the problem by aiming for mutually acceptable terms and concessions, it does frequently leaves no one side satisfied even though it allows most to maintain an assertive and cooperative stance.

Strategies for Solutions

Sometimes those involved in conflict turn to an third person for assistance to resolve a conflict.  A mediator can listen to the perspectives of those in the dispute and focuses on helping each side hear the concerns and priorities of the other.  Working with the individuals in conflict, a mediator aims to help them create a solution acceptable to both sides.  Sometimes the third party is an Arbitrator whose role is to hear each side and provide a decision to resolve the dispute.  In some cases the conflict results in the even more formal process of a trial.

There are four key skills you need to approach conflict resolution with or without a third party involved (Segal et al, 2020; Fighting Fair, n.d.).

Conflict can be a very stressful experience and your Stress Management is an essential first step.  When we are stressed, we can’t think clearly, we can’t understand someone else’s thoughts or feelings, and it makes communication very difficult.  Use whatever method works best for you to manage your stress.

Once your stress is managed, it is easier to exert Control over your Emotions.  Recognize the emotions you are experiencing to assist in your processing the experience without having a purely emotional response.

With your stress and emotions recognized and managed, it makes it easier to recognize and pay attention to the feelings you and the other people express  and you can Identify Non-Verbal Communication.   Much is said without words and body language is a good indication of how the other person feels towards the situation.

Respect each other is standard for every communication situation and essential to remember if you are in a position of conflict.  Personal attacks, or drawing on personal knowledge, has no productive part in conflict resolution.

Many resources may explain the benefits of humour, but caution should be used.  Sometimes an emotional situation is not the best time for humour as you can unintentionally be seen to diminish the importance another person places on the experience.

Work together to identify the problem by taking the time to see it from multiple perspectives.  Be clear about the desired results and end goal.  Think about the relationships and long term impacts that any course of action may have on all parties.  It takes commitment to resolve a conflict.

Problem Solving

We covered Reflection and Feedback in Chapter 12 and these are essential steps for effective conflict resolution and problem solving. Even the Trial and Error process of problem solving relies on evaluating the success of an action before moving on to another attempt.

Many different approaches to problem solving exist though the basic core approach can be seen across geographic and language borders.  The PDCA approach – Plan, Do, Check, Act – provides the basic four steps process that can be expanded to suit any profession or experience (Plan, Do, Check, Act, 2021).

Problem solving starts with a clear identification of problem.  Then you need to clarify the desired end result.  The development of a plan can be as short or as long as necessary.  Once you have a plan, you have to implement it: Do.  Check is your opportunity to evaluate the success of your plan and make any amendments necessary.  Finally, Act: put your strategy into practice.  An important point to remember is that the reflection and evaluation should be an ongoing part of the solution you implement.

Chapter 13 Check-out:

• Explore Conflict Approaches and Solutions

Remember your last conflict with another person.  How was it resolved?  How would you like it to have been resolved?  What could you have done to implement that change in result?

How do you usually approach problem solving?  How successful has it been for you? 

What, if anything, would you like to change about how you’ve problem solved in the past?

Resources and References

Benoliel, B. (2017). Five styles of conflict resolution.  Walden University.  [Online]  https://www.waldenu.edu/news-and-events/walden-news/2017/0530-whats-your-conflict-management-style

Fighting Fair to Resolve Conflict. (n.d.).  Counselling and Mental Health Centre. University of Texas at Austin. [Online] https://cmhc.utexas.edu/fightingfair.html

Goleman, D. (April 2012). Daniel Goleman Introduces Emotional Intelligence .  Big Think. [Online] https://www.youtube.com/watch?v=Y7m9eNoB3NU

Grant, A., (February 2021). The Easiest Person to Fool .  The Hidden Brain. NPR Podcast. [Online] https://hidden-brain.simplecast.com/episodes/the-easiest-person-to-fool-f1hbMrGr

Grant, A., (April 2021). The Science of Productive Conflict . TED Podcast. [Online] https://www.ted.com/podcasts/worklife/the-science-of-productive-conflict-transcript

O’Connor, T., (October 2020). 3 Simple Conflict Analysis Tools That Anyone Can Use. [Online] https://medium.com/p/c30689757a0d

Plan Do Check Act: A Simple Problem Solving Methodology. (2021).  Educational-Business-Articles.com [Online] https://www.educational-business-articles.com/plan-do-check-act/

Segal, J., Robinson, L., and Smith, M. (2020). Conflict Resolution Skills. Helpguide.org. [Online] https://www.helpguide.org/articles/relationships-communication/conflict-resolution-skills.htm

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1.1 KEY CONCEPT: Problem-Solving Approach to Communications Tasks

In the workplace, many of the communications tasks you perform are designed to solve a problem or improve a situation. Whether you are doing work for a client, for your employer, with your team, or for someone else, you will typically use some sort of design process to tackle and solve the problem. A clearly-articulated design process provides you with a clear, step-by-step plan for finding the best solution for your situation.

Take a moment to search the Internet for the term “design process” and look at “images.” You will find many variations. Have a look at several of them and see if you can find a common pattern.

One commonality you will likely find in examining other people’s design process diagrams is this: the first step in designing any solution is to clearly define the problem . Figure 1.1.1 shows NASA’s basic design process. Think about the kind of communication that each step of this process might entail.

You cannot begin to work on solutions until you have a clear definition of the problem and goals you want to achieve. This critical first stage of the design process requires that you effectively communicate with the “client” or whoever has the “problem” that needs solving. Poor communication at this stage can derail a project from the start.

For our purposes, we will use Barry Hyman’s Problem Formulation model  [1] to clearly define a problem. Hyman’s Problem Formulation model consists of 4 elements:

• Need Statement: recognizes and describes the need for a solution or improvement to an “unsatisfactory situation.”  It answers the questions, “what is wrong with the way things are currently? What is unsatisfactory about it? What negative effects does this situation cause?” You may need to do research and supply data to quantify the negative effects.
• Goal Statement:   describes what the improved situation would look like once a solution has been implemented. The goal statement defines the scope of your search for a solution. At this point, do not describe your solution, only the goal that any proposed solution should achieve. The broader you make your goal, the more numerous and varied the solution can be; a narrowly focused goal limits the number and variety of possible solutions.
• Objectives :  define measurable, specific outcomes that any feasible solution should optimize (aspects you can use to “grade” the effectiveness of the solution). Objectives provide you with ways to quantifiably measure how well any solution will solve the problem; ideally, they will allow you to compare multiple solutions and figure out which one is most effective (which one gets the highest score on meeting the objectives?).
• Constraints :  define the limits that any feasible solution must adhere to in order to be acceptable (pass/fail conditions, range limits, etc .). The key word here is must — constraints are the “go/no go” conditions that determine whether a solution is acceptable or not.  These often include budget and time limits, as well as legal, safety and other regulatory requirements.

Communication as Solution

This model can apply to a communications task as well as more physical design tasks. Imagine your communications task as something that will solve a problem or improve a situation. Before you begin drafting this document or presentation, define the problem you want to solve with this document:

• A potential client lacks sufficient information on whether the solution I have proposed to solve the client’s problem will be feasible, affordable, and effective.
• My instructor lacks sufficient examples of my written work to assign a grade for how well I met the course learning objectives. 
• Provide the client with enough information, in an effective and readable format, to make a decision (ideally, to hire you to build the solution for the problem).
• Provide my instructor with samples of my writing that demonstrate my achievement of the course learning objectives (provide relevant and complete  information in a professionally appropriate forma t, using evidence-based argument; earn an A+ grade on the assignment. )
• Review the client’s RFP to see what specific objectives it lists and how your proposal will be assessed.
• Review the Assignment Description and G rading Rubric for your assignment to determin e specific requirements and objectives that your instructor will use to evaluate your work.
• how much time is your audience willing to spend on this? How long can you make your document or presentation? (word length/time limit)
• What format and style do they require? Is there a Style Guide you must follow? A template you can use?
• How much time do you have to create it?  Do you have a deadline? (due date)
• Are there requirements for using sources? (academic integrity rules)

Keep in mind that the document you produce is evaluated in terms of how well it responds to the “problem” — that is, how well it meets the overall goal and demonstrates achievement of specific objectives while abiding by constraints.

EXERCISE 1.2 Define a problem

Think of a problem or an “unsatisfactory situation” that you have recently experienced.  It could be as simple as it’s 8pm, I haven’t had dinner yet, and I’m hungry . Use Hymen’s Problem Formulation schema to formally define the problem — without proposing any particular solutions. Your problem definition should ideally allow a multitude of possible solutions that adhere to the following:

• Need/Unsatisfactory situation:
• What is your goal?
• What are some measurable objectives you want to achieve?
• What are your constraints?

Download and use the attached Problem Definition Template [Word doc] .

Media Attributionss

• Figure 1.1.1 NASA design process by NASA STEM Engagement . Used for educational and non-commercial purposes.
• B. Hyman, “Ch. 2: Problem formulation,” in Fundamentals of Engineering Design , Upper Saddle River, NJ: Prentice Hall, 2002, pp. 40-54. ↵

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Effective communication skills: resolving conflicts .

Even the happiest of relationships experience conflicts and problems (Markman, Stanley, Blumberg, Jenkins & Whiteley, 2004). If handled well, issues provide opportunities for personal and relationship growth. There are many skills that can help individuals seeking to resolve conflicts in a healthy way. One of the greatest skills that aids in conflict resolution is effective communication.

Common Conflicts

Issues, or conflicts, in relationships consist of any situation, event or experience that is of concern or importance to those involved. A variety of factors lead to conflict, some of which include topics such as money, children, and in-laws, personal issues such as selfesteem, values, expectations, or goals, or relational issues such as the amount of together time versus alone time, support versus control, affection, and communication (Miller & Miller, 1997). While there are seemingly endless reasons for conflicts, they generally surround the underlying needs of all humans including physical, intellectual, emotional, social, and spiritual (Miller & Miller, 1997; Townsend, 2010). Most importantly, how we approach and communicate about these issues often determines the outcome.

Conflicts in Communication

Most people know that in order to resolve conflicts, we need to communicate about the issue; but negative patterns of communication can often lead to greater frustration and escalation of conflict. Consider the following communication challenges:

Body Language/Tone of Voice

Communication is more than the words we choose to use. In fact, our body language and tone of voice often speak louder than our words. For example, shouting “I’m not angry” is not a very convincing message! When we give an incongruent message where our tone of voice and body language does not match our message, confusion and frustration often follow (Gottman & DeClaire, 2001). In order to overcome this communication challenge, we need to be aware of what messages our body language and tone of voice may be sending others. Speak calmly, give eye contact, smile when appropriate, and maintain an open and relaxed posture (Paterson, 2000).

Differences in Style

Each of us has a unique way of communicating, often based on our family experiences, culture, gender and many other factors (Markman et al., 2004; Miller & Miller, 1997). For example, we may tend to be more loud, outgoing, or emotional when compared to our partner. While there is no right or wrong style, our past experiences often lead to expectations that are not usually verbally communicated with others, which can cause tension and misunderstandings in relationships. For example, if we came from a large family that tended to shout in order to be heard, we may think that speaking loudly is normal. But if our partner came from a calmer family environment, he/she may be uncomfortable or even frightened by a raised voice (Markman et al., 2004).

Discussing our backgrounds and perceptions can help to clarify expectations to ourselves and others and can also help our partner to understand our point of view. Knowing this information can often help in the problem solving process.

Communication Roadblocks

Communication roadblocks occur when two people talk in such a way that neither one feels understood. Research has found four particularly negative styles of communication, often referred to as the “four horsemen of the apocalypse,” (Gottman, 1999, p.27) because if left unchecked, these styles of interaction can eventually become lethal to relationships. These styles are criticism, contempt, defensiveness, and stonewalling (Gottman, 1999).

• Criticism attacks the character or personality of another. While it is normal to have complaints about another’s specific actions, it is very different to put them down as a person because of those actions. For example, a complaint might be, “I felt worried when you did not call to tell me that you were going to be home late.” A criticism in the same situation would be expressed as “You are so inconsiderate, you never call me when you are going to be late.” Critiques focus on certain behaviors; criticism negatively focuses on the person’s intentions and character.
• Contempt portrays disgust and a lack of respect for the other person through body language, such as eye rolling or sneering, or by name calling, sarcasm and cutting remarks.
• Defensiveness is a seemingly understandable reaction that individuals take to criticism and contempt; however, it often escalates the conflict. When we are defensive, we tend to stop listening to the other’s viewpoint and communication is shut down.
• Stonewalling is withdrawing from communication and refusing to engage in discussion. In other words, it is the adult version of the “silent treatment” that young children utilize when they are upset. Conflict resolution is impossible without communication!

Some additional examples of communication roadblocks include (Miller & Miller, 1997):

• Ordering (“Stop complaining!”)
• Warning (“If you do that, you’ll be sorry.”)
• Preaching (“You shouldn’t act like that.”)
• Advising (“Just wait a couple of years before deciding.”)
• Lecturing (“If you do this now, you won’t grow up to be a responsible adult.”)
• Agreeing, just to keep the peace (“I think you’re right.”)
• Ridiculing (“OK, little baby.”)
• Interpreting (“You don’t really believe that.”)
• Sympathizing (“Don’t worry, it’ll all work out.”)
• Questioning (“Who put that idea into your head?”)
• Diverting (“Let’s talk about something more pleasant.”)

Communication roadblocks are very common; however, they do not promote healthy conflict resolution and often lead to escalation of the conflict. Recognizing these roadblocks and making efforts to effectively communicate can help individuals overcome roadblocks.

Tips to Resolve Conflict

Soften the startup.

One of the skills to overcome communication roadblocks includes a soft startup to the conversation by starting with something positive, expressing appreciation, focusing on problems one at a time and taking responsibility for thoughts and feelings (Gottman, 1999; Gottman & Declaire, 2001; Patterson, 2000). In addition, when expressing the problem, starting the message with “I” instead of “You” can decrease defensiveness and promote positive interactions with others (Darrington & Brower, 2012). For example, “I want to stay more involved in making decisions about money” rather than “You never include me in financial decisions.”

Make and Receive Repair Attempts.

Another important skill in overcoming communication roadblocks is learning to make and receive repair attempts (Gottman, 1999). Repair attempts are efforts to keep an increasingly negative interaction from going any further by taking a break or making efforts to calm the situation. This is important because when conflicts arise, we often experience intense emotional and physical stress that can impact our ability to think and reason, which can lead to communication roadblocks (Gottman & DeClaire, 2001). Taking time away from the conflict (at least 20 minutes) to calm down can help us be more prepared to discuss the issue (Gottman, 1999; Gottman & DeClaire, 2001; Markman et al, 2004).

Effective Speaking and Listening Skills

Overcoming communication roadblocks requires effective speaking and listening skills. Markman, Stanley and Blumberg (2010) share what they call the “speaker-listener” technique to help individuals more effectively communicate. Each partner takes turns being the speaker and the listener.    

The rules for the speaker include (Markman et al., 2004; Markman, Stanley & Blumberg, 2010):

• The speaker should share his/her own thoughts, feelings and concerns—not what he/she thinks the listener’s concerns are.
• Use “I” statements when speaking to accurately express thoughts and feelings.
• Keep statements short, to ensure the listener does not get overwhelmed with information.
• Stop after each short statement so that the listener can paraphrase, or repeat back in his/her own words, what was said to ensure he/she understands. If the paraphrase is not quite right, gently rephrase the statement again to help the listener understand.

The rules for the listener include:

• Paraphrase what the speaker is saying. If unclear, ask for clarification. Continue until the speaker indicates the message was received correctly.
• Don’t argue or give opinion about what the speaker says—wait to do this until you are the speaker, and then do so in a respectful manner.
• While the speaker is talking, the listener should not talk or interrupt except to paraphrase after the speaker.

The speaker and listener should take turns in each role so that each has a chance to express his/her thoughts and feelings. Either can call for a time out at any time. The goal of this activity is not to solve a particular problem, but rather to have a safe and meaningful discussion and to understand each other’s point of view. While we may not always agree with the other’s point of view, understanding and validating other’s thoughts and feelings can improve relationships and help us build on common ground, which may lead to more effective negotiation and problem resolution (Gottman, 1999).

Dealing with conflict can take varying amounts of mental, emotional, and physical energy (Miller & Miller, 1997). It can be work! However, learning and implementing a few simple communication skills can increase positive interactions with others. The opportunities for personal and relationship growth are well worth the effort.

For more information or for classes and workshops:

• Go to http://strongermarriage.org for tips, articles, and to find relationship education classes near you.
• Check out your local Extension office for relationship education classes and events. 
• Darrington, J., & Brower, N. (2012). Effective communication skills: “I” messages and beyond. Utah State University Extension. https://extension.usu.edu/htm/publications/publi cation=14541
• Gottman, J. M., & DeClaire, J. (2001). The relationship cure: A 5 step guide to strengthening your marriage, family, and friendships. New York, NY: Three Rivers Press.
• Gottman, J. M., & Silver, N. (1999). The seven principles for making marriage work. New York, NY: Three Rivers Press.
• Markman, H. J., Stanley, S. M., & Blumberg, S. L. (2010). Fighting for your marriage. San Francisco: Jossey Bass.
• Markman, H. J, Stanley, S. M., Blumberg, S. L., Jenkins, N. H., & Whiteley, C. (2004). 12 hours to a great marriage: A step-by-step guide for making love last. San Francisco: Jossey Bass.
• Miller, S., & Miller, P. A. (1997). Core communication: Skills and processes. Evergreen, Co: Interpersonal Communication Programs, Inc.
• Paterson, R. J. (2000). The assertiveness workbook: How to express your ideas and stand up for yourself at work and in relationships. Oakland, CA: New Harbinger, Inc.
• Townsend, M. (2010). Starved stuff: Feeding the 7 basic needs of healthy relationships. Townsend Relationship Center.

Naomi Brower,  MFHD, CFLE, Extension Assistant Professor; Jana Darrington,  MS, Extension Assistant Professor

Naomi Brower

Extension Professor | Couple and Family Relationships | Weber County Director

Home and Community Department

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Creativity, Critical Thinking, Communication, and Collaboration: Assessment, Certification, and Promotion of 21st Century Skills for the Future of Work and Education

Branden thornhill-miller.

1 Faculty of Philosophy, University of Oxford, Oxford OX2 6GG, UK

2 International Institute for Competency Development, 75001 Paris, France

Anaëlle Camarda

3 LaPEA, Université Paris Cité and Univ Gustave Eiffel, 92100 Boulogne-Billancourt, France

4 Institut Supérieur Maria Montessori, 94130 Nogent-Sur-Marne, France

Maxence Mercier

Jean-marie burkhardt.

5 LaPEA, Univ Gustave Eiffel and Université Paris Cité, CEDEX, 78008 Versailles, France

Tiffany Morisseau

6 Strane Innovation, 91190 Gif-sur-Yvette, France

Samira Bourgeois-Bougrine

Florent vinchon, stephanie el hayek.

7 AFNOR International, 93210 Saint-Denis, France

Myriam Augereau-Landais

Florence mourey, cyrille feybesse.

8 Centre Hospitalier Guillaume Regnier, Université de Rennes 1, 35200 Rennes, France

Daniel Sundquist

Todd lubart, associated data.

Not Applicable.

This article addresses educational challenges posed by the future of work, examining “21st century skills”, their conception, assessment, and valorization. It focuses in particular on key soft skill competencies known as the “4Cs”: creativity, critical thinking, collaboration, and communication. In a section on each C, we provide an overview of assessment at the level of individual performance, before focusing on the less common assessment of systemic support for the development of the 4Cs that can be measured at the institutional level (i.e., in schools, universities, professional training programs, etc.). We then present the process of official assessment and certification known as “labelization”, suggesting it as a solution both for establishing a publicly trusted assessment of the 4Cs and for promoting their cultural valorization. Next, two variations of the “International Institute for Competency Development’s 21st Century Skills Framework” are presented. The first of these comprehensive systems allows for the assessment and labelization of the extent to which development of the 4Cs is supported by a formal educational program or institution. The second assesses informal educational or training experiences, such as playing a game. We discuss the overlap between the 4Cs and the challenges of teaching and institutionalizing them, both of which may be assisted by adopting a dynamic interactionist model of the 4Cs—playfully entitled “Crea-Critical-Collab-ication”—for pedagogical and policy-promotion purposes. We conclude by briefly discussing opportunities presented by future research and new technologies such as artificial intelligence and virtual reality.

1. Introduction

There are many ways of describing the massive educational challenges faced in the 21st century. With the appearance of computers and digital technologies, new means of interacting between people, and a growing competitiveness on the international level, organizations are now requiring new skills from their employees, leaving educational systems struggling to provide appropriate ongoing training. Indeed, according to the World Economic Forum’s 2020 “Future of Jobs Report”, studying 15 industries in 26 advanced and emerging countries, up to 50% of employees will need some degree of “reskilling” by 2025 ( World Economic Forum 2020 ). Although many national and international educational efforts and institutions now explicitly put the cultivation of new kinds of skills on their educational agendas, practical means of assessing such skills remains underdeveloped, thus hampering the valorization of these skills and the development of guidance for relevant pedagogy ( Care et al. 2018 ; Vincent-Lancrin et al. 2019 ; for overviews and discussion of higher education in global developmental context, see Blessinger and Anchan 2015 ; Salmi 2017 ).

This article addresses some of these challenges and related issues for the future of education and work, by focusing on so-called “21st Century Skills” and key “soft skills” known as the “4Cs” (creativity, critical thinking, communication, and collaboration), more particularly. It begins with a brief discussion of these skills, outlining their conceptual locations and potential roles in the modern educational context. A section on each “C” then follows, defining the C, summarizing research and methods for its scientific assessment at the individual level, and then outlining some means and avenues at the systemic level for fostering its development (e.g., important aspects of curriculum, institutional structure, or of the general environment, as well as pedagogical methods) that might be leveraged by an institution or program in order to promote the development of that C among its students/trainees. In the next section, the certification-like process of “labelization” is outlined and proposed as one of the best available solutions both for valorizing the 4Cs and moving them towards the center of the modern educational enterprise, as well as for benchmarking and monitoring institutions’ progress in fostering their development. The International Institute for Competency Development’s 4Cs Framework is then outlined as an example of such a comprehensive system for assessing and labelizing the extent to which educational institutions and programs support the development of the 4Cs. We further demonstrate the possibility of labelizing and promoting support for the development of the 4Cs by activities or within less formal educational settings, presenting a second framework for assessment of the 4Cs in games and similar training activities. Our discussion section begins with the challenges to implementing educational change in the direction of 21st century skills, focusing on the complex and overlapping nature of the 4Cs. Here, we propose that promoting a “Dynamic Interactionist Model of the 4Cs” not only justifies grouping them together, but it might also assist more directly with some of the challenges of pedagogy, assessment, policy promotion, and ultimately, institutionalization, faced by the 4Cs and related efforts to modernize education. We conclude by suggesting some important future work for the 4Cs individually and also as an interrelated collective of vital skills for the future of education and work.

“21st Century Skills”, “Soft Skills”, and the “4Cs”

For 40 years, so-called “21st century skills” have been promoted as those necessary for success in a modern work environment that the US Army War College ( Barber 1992 ) has accurately described as increasingly “VUCA”—“volatile, uncertain, complex and ambiguous”. Various lists of skills and competencies have been formulated on their own or as part of comprehensive overarching educational frameworks. Although a detailed overview of this background material is outside the scope of this article (see Lamri et al. 2022 ; Lucas 2022 for summaries), one of the first prominent examples of this trend was the Partnership for 21st Century Skills (P21), whose comprehensive “Framework for 21st Century Learning” is presented in Figure 1 ( Battelle for Kids 2022 ). This framework for future-oriented education originated the idea of the “4Cs”, placing them at its center and apex as “Learning and Innovation Skills” that are in need of much broader institutional support at the foundational level in the form of new standards and assessments, curriculum and instructional development, ongoing professional development, and appropriately improved learning environments ( Partnership for 21st Century Skills 2008 ). These points are also consistent with the approach and assessment frameworks presented later in this article.

The P21 Framework for 21st Century Learning. (© 2019, Battelle for Kids. All Rights Reserved. https://www.battelleforkids.org/ ; accessed on 17 January 2023).

Other important organizations such as the World Economic Forum ( 2015 ) have produced similar overarching models of “21st century skills’’ with the 4Cs at their center, but the term “21st century skills’’ has been rightly criticized for a several reasons: the skills referred to are not actually all unique to, or uniquely important to, the 21st century, and it is a term that is often used more as an advertising or promotional label for systems that sometimes conflate and confuse different kinds of skills with other concepts that users lump together ( Lucas 2019 ). Indeed, though there is no absolute consensus on the definition of a “skill”, they are often described as being multidimensional and involve the ability to solve problems in context and to perform tasks using appropriate resources at the right time and in the right combination ( Lamri and Lubart 2021 ). At its simplest, a skill is a “learned capacity to do something useful” ( Lucas and Claxton 2009 ), or an ability to perform a given task at a specified performance level, which develops through practice, experience. and training ( Lamri et al. 2022 ).

The idea of what skills “are’’, however, has also evolved to some extent over time in parallel to the nature of the abilities required to make valued contributions to society. The digital and information age, in particular, has seen the replacement by machines of much traditional work sometimes referred to as “hard skills’’—skills such as numerical calculation or driving, budget-formulating, or copyediting abilities, which entail mastery of fixed sets of knowledge and know-how of standard procedures, and which are often learned on the job. Such skills are more routine, machine-related, or technically oriented and not as likely to be centered on human interaction. In contrast, the work that has been increasingly valued in the 21st century involves the more complex, human interactive, and/or non-routine skills that Whitmore ( 1972 ) first referred to as “soft skills”.

Unfortunately, researchers, educators, and consultants have defined, redefined, regrouped, and expanded soft skills—sometimes labeling them “transversal competencies”, “generic competencies”, or even “life skills” in addition to “21st century skills”—in so many different ways within and across different domains of research and education (as well as languages and national educational systems) that much progress towards these goals has literally been “lost in translation” ( Cinque 2016 ).

Indeed, there is also a long-standing ambiguity and confusion between the terms “competency” (also competence) and “skill” due to their use across different domains (e.g., learning research, education, vocational training, personnel selection) as well as different epistemological backgrounds and cultural specificities ( Drisko 2014 ; Winterton et al. 2006 ; van Klink and Boon 2003 ). The term “competency” is, however, often used as a broader concept that encompasses skills, abilities, and attitudes, whereas, in a narrower sense, the term “skill” has been defined as “goal-directed, well-organized behavior that is acquired through practice and performed with economy of effort” ( Proctor and Dutta 1995, p. 18 ). For example, whereas the command of a spoken language or the ability to write are skills (hard skills, to be precise), the ability to communicate effectively is a competence that may draw on an individual’s knowledge of language, writing skills, practical IT skills, and emotional intelligence, as well as attitudes towards those with whom one is communicating ( Rychen and Hersch 2003 ). Providing high-quality customer service is a competency that relies on listening skills, social perception skills, and contextual knowledge of products. Beyond these potential distinctions, the term “competency” is predominant in Europe, whereas “skill” is more commonly used in the US. Yet it also frequently occurs that both are used as rough synonyms. For example, Voogt and Roblin ( 2012, p. 299 ) examine the “21st century competences and the recommended strategies for the implementation of these skills”, and Graesser et al. ( 2022, p. 568 ) state that twenty-first-century skills “include self-regulated learning, collaborative problem solving, communication (…) and other competencies”. In conclusion, the term “competencies” is often used interchangeably with “skills” (and can have a particularly large overlap with “soft skills”), but it is also often considered in a broader sense as a set of skills, knowledge, and attitudes that, together, meet a complex demand ( Ananiadoui and Claro 2009 ). From this perspective, one could argue that the 4Cs, as complex, “higher-order” soft skills, might best be labeled competencies. For ease and convenience, however, in this text, we consider the two terms interchangeable but favor the term “skills”, only using “competency” in some instances to avoid cumbersome repetition.

Even having defined soft skills as a potentially more narrow and manageable focus, we are still aware of no large-scale study that has employed a comprehensive enough range of actual psychometric measures of soft skills in a manner that might help produce a definitive empirical taxonomy. Some more recent taxonomic efforts have, however, attempted to provide additional empirical grounding for the accurate identification of key soft skills (see e.g., Joie-La Marle et al. 2022 ). Further, recent research by JobTeaser (see Lamri et al. 2022 ) surveying a large, diverse sample of young workers about a comprehensive, systematic list of soft skills as actually used in their professional roles represents a good step towards some clarification and mapping of this domain on an empirical basis. Despite the fact that both these studies necessarily involved assumptions and interpretive grouping of variables, the presence and importance of the 4Cs as higher-order skills is evident in both sets of empirical results.

Various comprehensive “21st century skills” systems proposed in the past without much empirical verification also seem to have been found too complex and cumbersome for implementation. The 4Cs, on the other hand, seem to provide a relatively simple, persuasive, targetable core that has been found to constitute a pedagogically and policy-friendly model by major organizations, and that also now seems to be gaining some additional empirical validity. Gathering support from researchers and industry alike, we suggest that the 4Cs can be seen as highest-level transversal skills—or “meta-competencies”—that allow individuals to remain competent and to develop their potential in a rapidly changing professional world. Thus, in the end, they may also be one of the most useful ways of summarizing and addressing the critical challenges faced by the future of work and education ( National Education Association 2011 ).

Taking them as our focus, we note, however, that the teaching and development of the 4Cs will require a complex intervention and mobilization of educational and socio-economic resources—both a major shift in pedagogical techniques and even more fundamental changes in institutional structures ( Ananiadoui and Claro 2009 ). One very important issue for understanding the 4Cs and their educational implementation related to this, which can simultaneously facilitate their teaching but be a challenge for their assessment, is the multidimensionality, interrelatedness, and transdisciplinary relevance of the 4Cs. Thus, we address the relationships between the Cs in the different C sections and later in our Discussion, we present a “Dynamic Interactionist Model of the 4Cs’’ that we hope will assist in their understanding, in the further development of pedagogical processes related to them, and in their public promotion and related policy. Ultimately, it is partly due to their complexity and interrelationships, we argue, that it is important and expedient that the 4Cs are taught, assessed, and promoted together.

2. The 4Cs, Assessment, and Support for Development

2.1. creativity.

In psychology, creativity is usually defined as the capacity to produce novel, original work that fits with task constraints and has value in its context (for a recent overview, see Lubart and Thornhill-Miller 2019 ). This basic definition, though useful for testing and measurement, is largely incomplete, as it does not contain any information about the individual or groups doing the creating or the nature of physical and social contexts ( Glăveanu 2014 ). Moreover, Corazza ( 2016 ) challenged this standard definition of creativity, arguing that as it focuses solely on the existence of an original and effective outcome, it misses the dynamics of the creative process, which is frequently associated with periods of creative inconclusiveness and limited occasions of creative achievements. To move away from the limitations of the standard definition of creativity, we can consider Bruner’s description of creativity as “figuring out how to use what you already know in order to go beyond what you currently think” (p. 183 in Weick 1993 ). This description echoes the notion of potential, which refers to a latent state that may be put to use if a person has the opportunity.

Creativity is a multifaceted phenomenon that can be approached from many different angles. There are three main frameworks for creativity studies: the 4Ps ( Rhodes 1961 ), the 5As ( Glăveanu 2013 ), and the 7Cs model ( Lubart 2017 ). These frameworks share at least four fundamental and measurable dimensions: the act of creating (process), the outcome of the creative process (product), the characteristics of creative actor(s) enacting the process (person), and the social and physical environment that enable or hinder the creative process (press). Contrary to many traditional beliefs, however, creativity can be trained and taught in a variety of different ways, both through direct, active teaching of creativity concepts and techniques and through more passive and indirect means such as the development of creativity-supporting contexts ( Chiu 2015 ; Thornhill-Miller and Dupont 2016 ). Alongside intelligence, with which it shares some common mechanisms, creativity is now recognized as an indispensable element for the flexibility and adaptation of individuals in challenging situations ( Sternberg 1986 ).

2.1.1. Individual Assessment of Creativity

Drawing upon previous efforts to structure creativity research, Batey ( 2012 ) proposed a taxonomic framework for creativity measurement that takes the form of a three-dimensional matrix: (a) the level at which creativity may be measured (the individual, the team, the organization, and the culture), (b) the facets of creativity that may be assessed (person/trait, process, press, and product), and (c) the measurement approach (objective, self-rating, other ratings). It is beyond the scope of this article to offer a literature review of all these dimensions, but for the purposes of this paper, we address some important aspects of individual-level and institutional-level assessment here.

Assessing creativity at an individual level encompasses two major approaches: (1) creative accomplishment based on production and (2) creative potential. Regarding the first approach focusing on creative accomplishment , there are at least four main assessment techniques (or tools representing variations of assessment techniques): (a) the historiometric approach, which applies quantitative analysis to historically available data (such as the number of prizes won or times cited) in an effort to understand eminent, field-changing creativity ( Simonton 1999 ); (b) the Consensual Assessment Technique (CAT) ( Amabile 1982 ), which offers a method for combining and validating judges’ subjective evaluations of a set of (potentially) creative productions or ideas; (c) the Creative Achievement Questionnaire ( Carson et al. 2005 ), which asks individuals to supply a self-reported assessment of their publicly recognizable achievement in ten different creative domains; and (d) the Inventory of Creative Activities and Achievements (ICAA) ( Jauk et al. 2014 ; Diedrich et al. 2018 ), which includes self-report scales assessing the frequency of engagement in creative activity and also levels of achievement in eight different domains.

The second major approach to individual assessment is based on creative potential, which measures the cognitive abilities and/or personality traits that are important for creative work. The two most popular assessments of creative potential are the Remote Associations Test (RAT) and the Alternative Uses Task (AUT). The RAT, which involves identifying the fourth word that is somehow associated with each of three given words, underscores the role that the ability to convergently associate disparate ideas plays as a key capacity for creativity. In contrast, the AUT, which requires individuals to generate a maximum number of ideas based on a prompt (e.g., different uses for a paperclip), is used to assess divergent thinking capacity. According to multivariate models of creative potential ( Lubart et al. 2013 ), there are cognitive factors (e.g., divergent thinking, mental flexibility, convergent thinking, associative thinking, selective combination), conative factors (openness, tolerance of ambiguity, intuitive thinking, risk taking, motivation to create), and environmental factors that all support creativity. Higher creative potential is predicted by having more of the ingredients for creativity. However, multiple different profiles among a similar set of these important ingredients exist, and their weighting for optimal creative potential varies according to the profession, the domain, and the task under consideration. For example, Lubart and Thornhill-Miller ( 2021 ) and Lubin et al. ( forthcoming ) have taken this creativity profiling approach, exploring the identification and training of the components of creative potential among lawyers and clinical psychologists, respectively. For a current example of this sort of comprehensive, differentiated measurement of creative potential in adults in different domains and professions, see CreativityProfiling.org. For a recent battery of tests that are relevant for children, including domain-relevant divergent-exploratory and convergent-integrative tasks, see Lubart et al. ( 2019 ). Underscoring the growing recognition of the importance of creativity assessment, measures of creative potential for students were introduced internationally for the first time in the PISA 2022 assessment ( OECD 2019a ).

2.1.2. Institutional and Environmental Support for Development of Creativity

The structural support that institutions and programs can provide to promote the development of creativity can be described as coming through three main paths: (1) through design of the physical environment in a manner that supports creativity, (2) through teaching about creativity, the creative process, and creativity techniques, and (3) through training opportunities to help students/employees develop personal habits, characteristics, and other ingredients associated with creative achievement and potential.

Given the multi-dimensionality of the notion of creativity, the environment can positively influence and help develop creative capacities. Studies have shown that the physical environment in which individuals work can enhance their positive emotions and mood and thus their creativity. For example, stimulating working environments might have unusual furniture and spaces that have natural light, windows open to nature, plants and flowers, a relaxing atmosphere and colors in the room (e.g., green and blue), or positive sounds (e.g., calm music or silence), as well as inspiring and energizing colors (e.g., yellow, pink, orange). Furthermore, the arrangement of physical space to promote interpersonal exchange rather than isolation, as well as the presence of tools, such as whiteboards, that support and show the value of exchange, are also important (for reviews, see Dul and Ceylan 2011 ; Samani et al. 2014 ).

Although it has been claimed that “creativity is intelligence having fun” ( Scialabba 1984 ; Reiman 1992 ), for most people, opportunities for fun and creativity, especially in their work environment, appear rather limited. In fact, the social and physical environment often hinders creativity. Corazza et al. ( 2021 )’s theoretical framework concerning the “Space-Time Continuum”, related to support for creativity, suggests that traditional education systems are an example of an environment that is “tight” both in the conceptual “space” it affords for creativity and in the available time allowed for creativity to happen—essentially leaving little room for original ideas to emerge. Indeed, though world-wide data suggest that neither money nor mere time spent in class correlate well with educational outcomes, both policies and pedagogy that direct the ways in which time is spent make a significant difference ( Schleicher 2022 ). Research and common sense suggest that teachers, students, and employees need more space and time to invest energy in the creative process and the development of creative potential.

Underscoring the importance of teaching the creative process and creativity techniques is the demonstration, in a number of contexts, that groups of individuals who generate ideas without a specific method are often negatively influenced by their social environment. For example, unless guarded against, the presence of others tends to reduce the number of ideas generated and to induce a fixation on a limited number of ideas conforming to those produced by others ( Camarda et al. 2021 ; Goldenberg and Wiley 2011 ; Kohn and Smith 2011 ; Paulus and Dzindolet 1993 ; Putman and Paulus 2009 ; Rietzschel et al. 2006 ). To overcome these cognitive and social biases, different variants of brainstorming techniques have shown positive effects (for reviews of methods, see Al-Samarraie and Hurmuzan 2018 ; Paulus and Brown 2007 ). These include: using ( Osborn 1953 ) initial brainstorming rules (which aim to reduce spontaneous self-judgment of ideas and fear of this judgment by others); drawing attention to ideas generated by others by writing them down independently (e.g., the technique known as “brainwriting”); and requiring incubation periods between work sessions by forcing members of a problem-solving group to take breaks ( Paulus and Yang 2000 ; Paulus and Kenworthy 2019 ).

It is also possible to use design methods that are structured to guide the creative process and the exploration of ideas, as well as to avoid settling on uncreative solution paths ( Chulvi et al. 2012 ; Edelman et al. 2022 ; Kowaltowski et al. 2010 ; see Cotter et al. 2022 for a valuable survey of best practices for avoiding the suppression of creativity and fostering creative interaction and metacognition in the classroom). Indeed, many helpful design thinking-related programs now exist around the world and have been shown to have a substantial impact on creative outcomes ( Bourgeois-Bougrine 2022 ).

Research and experts suggest the utility of many additional creativity enhancement techniques (see, e.g., Thornhill-Miller and Dupont 2016 ), and the largest and most rapid effects are often attributed to these more method- or technique-oriented approaches ( Scott et al. 2004 ). More long-term institutional and environmental support for the development of creativity, however, should also include targeted training and understanding of personality and emotional traits associated with the “creative person” (e.g., empathy and exploratory habits that can expand knowledge, as well as increase tolerance of ambiguity, openness, and mental flexibility; see Lubart and Thornhill-Miller 2021 ). Complementing these approaches and focusing on a more systemic level, recent work conducted by the OECD exemplifies efforts aimed to foster creativity (and critical thinking) by focusing simultaneously on curriculum, educational activities, and teacher support and development at the primary, secondary, and higher education levels (see Vincent-Lancrin et al. 2019 ; Saroyan 2022 ).

2.2. Critical Thinking

Researchers, teachers, employers, and public policymakers around the world have long ranked the development of critical thinking (CT) abilities as one of the highest educational priorities and public needs in modern democratic societies ( Ahern et al. 2019 ; Dumitru et al. 2018 ; Pasquinelli et al. 2021 ). CT is central to better outcomes in daily life and general problem solving ( Hitchcock 2020 ), to intelligence and adaptability ( Halpern and Dunn 2021 ), and to academic achievement ( Ren et al. 2020 ). One needs to be aware of distorted or erroneous information in the media, of the difference between personal opinions and proven facts, and how to handle increasingly large bodies of information required to understand and evaluate information in the modern age.

Although much research has addressed both potentially related constructs, such as intelligence and wisdom, and lists of potential component aspects of human thought, such as inductive or deductive reasoning (for reviews of all of these, see Sternberg and Funke 2019 ), reaching a consensus on a definition has been difficult, because CT relies on the coordination of many different skills ( Bellaera et al. 2021 ; Dumitru et al. 2018 ) and is involved in, and sometimes described from the perspective of, many different domains ( Lewis and Smith 1993 ). Furthermore, as a transversal competency, having the skills to perform aspects of critical thinking in a given domain does not necessarily entail also having the metacognitive ability to know when to engage in which of its aspects, or having the disposition, attitude, or “mindset” that motivates one to actually engage in them—all of which are actually required to be a good critical thinker ( Facione 2011 ).

As pointed out by the American Philosophical Association’s consensus definition, the ideal “critical thinker” is someone who is inquisitive, open-minded, flexible, fair-minded, and keeps well-informed, thus understanding different points of view and perspectives ( Facione 1990b ). These characteristics, one might note, are also characteristic of the “creative individual” ( Facione 1990b ; Lai 2011 ), as is the ability to imagine alternatives, which is often cited as a component of critical thinking ability ( Facione 1990b ; Halpern 1998 ). Conversely, creative production in any domain needs to be balanced by critical appraisal and thought at each step of the creative process ( Bailin 1988 ). Indeed, it can be argued that creativity and critical thinking are inextricably linked and are often two sides of the same coin. Representing different aspects of “good thought” that are linked and develop in parallel, it seems reasonable that they should, in practice, be taught and considered together in teaching and learning ( Paul and Elder 2006 ).

Given its complexity, many definitions of critical thinking have been offered. However, some more recent work has helpfully defined critical thinking as “the capacity of assessing the epistemic quality of available information and—as a consequence of this assessment—of calibrating one’s confidence in order to act upon such information” ( Pasquinelli et al. 2021 ). This definition, unlike others proposed in the field (for a review, see: Bellaera et al. 2021 ; Liu et al. 2014 ), is specific (i.e., it limits the use of poorly defined concepts), as well as consensual and operational (i.e., it has clear and direct implications for the education and assessment of critical thinking skills; Pasquinelli et al. 2021 ; Pasquinelli and Bronner 2021 ). Thus, this approach assumes that individuals possess better or worse cognitive processes and strategies that make it possible to judge the reliability of the information received, by determining, for example, what the arguments provided actually are. Are the arguments convincing? Is the source of information identifiable and reliable? Does the information conflict with other information held by the individual?

It should also be noted that being able to apply critical thinking is necessary to detect and overcome the cognitive biases that can constrain one’s reasoning. Indeed, when solving a problem, it is widely recognized that people tend to automate the application of strategies that are usually relevant in similar and analogous situations that have already been encountered. However, these heuristics (i.e., automatisms) can be a source of errors, in particular, in tricky reasoning situations, as demonstrated in the field of reasoning, arithmetic problems ( Kahneman 2003 ) or even divergent thinking tasks ( Cassotti et al. 2016 ; for a review of biases, see Friedman 2017 ). Though some cognitive biases can even be seen as normal ways of thinking and feeling, sometimes shaping human beliefs and ideologies in ways that make it completely normal—and even definitely human— not to be objective (see Thornhill-Miller and Millican 2015 ), the mobilization of cognitive resources such as those involved in critical reasoning on logical bases usually makes it possible to overcome cognitive biases and adjust one’s reasoning ( West et al. 2008 ).

According to Pasquinelli et al. ( 2021 ), young children already possess cognitive functions underlying critical thinking, such as the ability to determine that information is false. However, until late adolescence, studies have demonstrated an underdevelopment of executive functions involved in resistance to biased reasoning ( Casey et al. 2008 ) as well as some other higher-order skills that underlie the overall critical thinking process ( Bloom 1956 ). According to Facione and the landmark American Philosophical Association’s task force on critical thinking ( Facione 1990b ; Facione 2011 ), these components of critical thinking can be organized into six measurable skills: the ability to (1) interpret information (i.e., meaning and context); (2) analyze information (i.e., make sense of why this information has been provided, identify pro and con arguments, and decide whether we can accept the conclusion of the information); (3) make inferences (i.e., determine the implications of the evidence, its reliability, the undesirable consequences); (4) evaluate the strength of the information (i.e., its credibility, determine the trust in the person who provides it); (5) provide explanations (i.e., summarize the findings, determine how the information can be interpreted, and offer verification of the reasoning); (6) self-regulate (i.e., evaluate the strength of the methods applied, determine the conflict between different conclusions, clarify the conclusions, and verify missing elements).

2.2.1. Individual Assessment of Critical Thinking

The individual assessment of critical thinking skills presents a number of challenges, because it is a multi-task ability and involves specific knowledge in the different areas in which it is applied ( Liu et al. 2014 ; Willingham 2008 ). However, the literature provides several tools with which to measure different facets of cognitive functions and skills involved in the overarching critical thinking process ( Lai 2011 ; Liu et al. 2014 ). Most assessments involve multiple-choice questions requiring reasoning within a particular situation based upon a constrained set of information provided. For example, in one of the most widely used tests, the California Critical Thinking Skills Test ( Facione 1990a ), participants are provided with everyday scenarios and have to answer multiple questions targeting the six higher-order skills described previously. Similarly, the Watson–Glaser Critical Thinking Appraisal ( Watson 1980 ; Watson and Glaser 2010 ) presents test takers with passages and scenarios measuring their competencies at recognizing assumptions, evaluating arguments, and drawing conclusions. Although the Watson–Glaser is one of the oldest and most frequently used assessments internationally for hiring and promotion in professional contexts, its construct validity, like many other measures of this challenging topic, has some limitations ( Possin 2014 ).

Less frequently, case study or experiential methods of assessment are also used. This approach may involve asking participants to reflect on past experiences, analyze the situations they faced and the way they behaved or made judgments and decisions and then took action ( Bandyopadhyay and Szostek 2019 ; Brookfield 1997 ). These methods, often employed by teachers or employers on students and employees, usually involve the analysis of qualitative data that can cast doubt on the reliability of the results. Consequently, various researchers have suggested ways to improve analytic methods, and they emphasize the need to create more advanced evaluation methods ( Brookfield 1997 ; Liu et al. 2014 ).

For example, Liu et al. ( 2014 ) reviewed current assessment methods and suggest that future work improves the operational definition of critical thinking, aiming to assess it both in different specific contexts and in different formats. Specifically, assessments could be contextualized within the major areas addressed by education programs (e.g., social sciences, humanities, and/or natural sciences), and the tasks themselves should be as practically connected to the “real world” as possible (e.g., categorizing a set of features, opinions, or facts based on whether or not they support an initial statement). Moreover, as Brookfield ( 1997 ) argues, because critical thinking is a social process that takes place in specific contexts of knowledge and culture, it should be assessed as a social process, therefore, involving a multiplicity of experiences, perceptions, and contributions. Thus, Brookfield makes three recommendations for improving the assessment of critical thinking that are still relevant today: (1) to assess critical thinking in specific situations, so one can study the process and the discourse related to it; (2) to involve students/peers in the evaluation of critical thinking abilities, so that the evaluation is not provided only by the instructor; and (3) to allow learners or participants in an experiment to document, demonstrate, and justify their engagement in critical thinking, because this learning perspective can provide insight into basic dimensions of the critical thinking process.

Finally, another more recent and less widely used form of assessment targets the specific executive functions that underlie logical reasoning and resistance to cognitive biases, as well as the ability of individuals to resist these biases. This form of assessment is usually done through specific experimental laboratory tasks that vary depending on the particular executive function and according to the domain of interest ( Houdé and Borst 2014 ; Kahneman 2011 ; West et al. 2008 ).

2.2.2. Institutional and Environmental Support for Development of Critical Thinking Skills

The executive functions underlying general critical thinking, the ability to overcome bias ( Houdé 2000 ; Houdé and Borst 2014 ), and meta-cognitive processes (i.e., meta information about our cognitive strategies) can all be trained and enhanced by educational programs ( Abrami et al. 2015 ; Ahern et al. 2019 ; Alsaleh 2020 ; Bellaera et al. 2021 ; Uribe-Enciso et al. 2017 ; Popil 2011 ; Pasquinelli and Bronner 2021 ; Yue et al. 2017 ).

Educational programs and institutions can support the development of critical thinking in several different ways. The process of developing critical thinking focuses on the interaction between personal dispositions (attitudes and habits), skills (evaluation, reasoning, self-regulation), and finally, knowledge (general and specific knowledge, as well as experience) ( Thomas and Lok 2015 ). It is specifically in regard to skills and knowledge that institutions are well suited to develop critical thinking through pedagogical elements such as rhetoric training, relevance of information evaluation (e.g., media literacy, where and how to check information on the internet, dealing with “fake news”, etc.), deductive thinking skills, and inductive reasoning ( Moore and Parker 2016 ). A few tools, such as case studies or concept mapping, can also be used in conjunction with a problem-based learning method, both in individual and team contexts and in person or online ( Abrami et al. 2015 ; Carmichael and Farrell 2012 ; Popil 2011 ; Thorndahl and Stentoft 2020 ). According to Marin and Halpern ( 2011 ), training critical thinking should include explicit instruction involving at least the four following components and objectives: (1) working on attitudes and encouraging individuals to think; (2) teaching and practicing critical thinking skills; (3) training for transfer between contexts, identifying concrete situations in which to adopt the strategies learned; and (4) suggesting metacognition through reflection on one’s thought processes. Supporting these propositions, Pasquinelli and Bronner ( 2021 ), in a French national educational report, proposed practical advice for creating workshops to stimulate critical thinking in school classrooms, which appear relevant even in non-school intervention situations. For example, the authors suggest combining concrete examples and exercises with general and abstract explanations, rules and strategies, which can be transferred to other areas beyond the one studied. They also suggest inviting learners to create examples of situations (e.g., case studies) in order to increase the opportunities to practice and for the learner to actively participate. Finally, they suggest making the process of reflection explicit by asking the learner to pay attention to the strategies adopted by others in order to stimulate the development of metacognition.

2.3. Communication

In its most basic definition, communication consists of exchanging information to change the epistemic context of others. In cooperative contexts, it aims at the smooth and efficient exchange of information contributing to the achievement of a desired outcome or goal ( Schultz 2010 ). But human communication involves multiple dimensions. Both verbal and non-verbal communication can involve large quantities of information that have to be both formulated and deciphered with a range of purposes and intentions in mind ( Jones and LeBaron 2002 ). These dimensions of communication have as much to do with the ability to express oneself, both orally and in writing and the mastering of a language (linguistic competences), as with the ability to use this communication system appropriately (pragmatic skills; see Grassmann 2014 ; Matthews 2014 ), and with social skills, based on the knowledge of how to behave in society and on the ability to connect with others, to understand the intentions and perspectives of others ( Tomasello 2005 ).

Like the other 4Cs, according to most authorities, communication skills are ranked by both students and teachers as skills of the highest priority for acquisition in order to be ready for the workforce in 2030 ( OECD 2019b ; Hanover Research 2012 ). Teaching students how to communicate efficiently and effectively in all the new modalities of information exchange is an important challenge faced by all pedagogical organizations today ( Morreale et al. 2017 ). All dimensions of communication (linguistic, pragmatic, and social) are part of what is taught in school curricula at different levels. But pragmatic and social competencies are rarely explicitly taught as such. Work on social/emotional intelligence (and on its role in students’ personal and professional success) shows that these skills are both disparate and difficult to assess ( Humphrey et al. 2007 ). Research on this issue is, however, becoming increasingly rigorous, with the potential to provide usable data for the development of science-based practice ( Keefer et al. 2018 ). Teachers and pedagogical teams also have an important, changing role to play: they also need to master new information and communication technologies and the transmission of information through them ( Zlatić et al. 2014 ).

Communication has an obvious link with the three other Cs. Starting with critical thinking, sound communication implies fostering the conditions for a communicative exchange directed towards a common goal, which is, at least in educational and professional contexts, based on a fair evaluation of reality ( Pornpitakpan 2004 ). Collaboration too has a strong link with communication, because successful collaboration is highly dependent on the quality of knowledge sharing and trust that emerges between group members. Finally, creativity involves the communication of an idea to an audience and can involve high-quality communication when creative work occurs in a team context.

2.3.1. Individual Assessment of Communication

Given the vast field of communication, an exhaustive list of its evaluation methods is difficult to establish. A number of methods have been reported in the literature to assess an individual’s ability to communicate non-verbally and verbally. But although these two aspects are intrinsically linked, they are rarely measured together with a single tool. Moreover, as Spitzberg ( 2003 ) pointed out, communication skills are supported by different abilities, classically conceptualized as motivational functions (e.g., confidence and goal-orientation), knowledge (e.g., content and procedural knowledge), or cognitive and socio-cognitive functions (e.g., theory of mind, verbal cognition, emotional intelligence, and empathy; McDonald et al. 2014 ; Rothermich 2020 ), implying different specific types of evaluations. Finally, producing vs. receiving communication involve different skills and abilities, which can also vary according to the context ( Landa 2005 ).

To overcome these challenges, Spitzberg ( 2003 ) recommends the use of different assessment criteria. These criteria include the clarity of interaction, the understanding of what was involved in the interaction, the satisfaction of having interacted (expected to be higher when communication is effective), the efficiency of the interaction (the more competent someone is, the less effort, complexity, and resources will be needed to achieve their goal), its effectiveness or appropriateness (i.e., its relevance according to the context), as well as criteria relative to the quality of the dialogue (which involves coordination, cooperation, coherence, reciprocity, and mutuality in the exchange with others). Different forms of evaluation are also called for, such as self-reported questionnaires, hetero-reported questionnaires filled out by parents, teachers, or other observers, and tasks involving exposure to role-playing games, scenarios or videos (for a review of these assessment tools, see Cömert et al. 2016 ; Landa 2005 ; Sigafoos et al. 2008 ; Spitzberg 2003 ; van der Vleuten et al. 2019 ). Results from these tools must then be associated with others assessing underlying abilities, such as theory of mind and metacognition.

2.3.2. Institutional and Environmental Support for Development of Communication Skills

Although communication appears to be a key employability skill, the proficiency acquired during studies rarely meets the expectations of employers ( Jackson 2014 ). Communication must therefore become a priority in the training of students, beyond the sectors in which it is already known as essential (e.g., in medicine, nursing, engineering, etc.; Bourke et al. 2021 ; D’Alimonte et al. 2019 ; Peddle et al. 2018 ; Riemer 2007 ), and also through professional development ( Jackson 2014 ). Training programs involving, for example, communication theory classes ( Kruijver et al. 2000 ) and self-assessment tools that can be used in specific situations ( Curtis et al. 2013 ; Rider and Keefer 2006 ) have had convincingly positive results. The literature suggests that interactive approaches in small groups, in which competencies are practiced explicitly in an open and feedback-safe environment, are more effective ( Bourke et al. 2021 ; D’Alimonte et al. 2019 ; AbuSeileek 2012 ; Fryer-Edwards et al. 2006 ). These can take different forms: project-based work, video reviews, simulation or role-play games (see Hathaway et al. 2022 for a review; Schlegel et al. 2012 ). Finally, computer-assisted learning methods can be relevant for establishing a secure framework (especially, for example, when learning another language): anonymity indeed helps to overcome anxiety or social blockages linked to fear of public speaking or showing one’s difficulties ( AbuSeileek 2012 ). Each of these methods tackles one or more dimensions of communication that must then be assessed as such, by means of tools specifically developed and adapted to the contexts in which these skills are expressed (e.g., see the two 4Cs evaluation grids for institutions and for games outlined in Section 4 and Section 5 , below).

2.4. Collaboration

Collaborative problem solving—and more generally, collaboration—has gained increasing attention in national and international assessments (e.g., PISA) as an educational priority encompassing social, emotional, and cognitive skills critical to efficiency, effectiveness, and innovation in the modern global economy ( Graesser et al. 2018 ; OECD 2017 ). Understanding what makes effective collaboration is of crucial importance for professional practice and training ( Détienne et al. 2012 ; Graesser et al. 2018 ), as evidenced by the long line of research on group or team collaboration over the past 40 years (for a review, see e.g., Salas et al. 2004 ; Mathieu et al. 2017 ). Although there is no consensus on a definition of collaboration, scholars often see it as mutual engagement in a coordinated effort to achieve a common goal that involves the sharing of goals, resources, and representations relating to the joint activity of participants; and other important aspects relate to mutual respect, trust, responsibilities, and accountability within situational rules and norms ( Détienne et al. 2012 ).

In the teamwork research literature, skills are commonly described across three classes most often labeled Knowledge, Behavior, and Attitudes (e.g., Cannon-Bowers et al. 1995 ). Knowledge competencies refer to the skills related to elaborating the knowledge content required for the group to process and successfully achieve the task/goal to which they are assigned. Behavior includes skills related to the actualization of actions, coordination, communication, and interactions within the group as well as with any other relevant interlocutors for the task at hand. Note here that effective collaboration involves skills that have also been identified elsewhere as essential competencies, including communication, creativity, and critical thinking. Finally, several attitudes have been evidenced or hypothesized as desirable competencies in the team context, for example, attitude towards teamwork, collective orientation, cohesion/team morale, etc. Another common distinction lies between teamwork and taskwork. Teamwork refers to the collaborative, communicative, or social skills required to coordinate the work within the participants in order to achieve the task, whereas taskwork refers to specific aspects related to solving the task such as using the tools and knowing the procedure, policies, and any other task-related activities ( Salas et al. 2015 ; Graesser et al. 2018 ). Furthermore, collaborative competences can have specific (to a group of people or to a task) and general dimensions (i.e., easily transferable to any group or team situation and to other tasks). For example, skills related to communication, information exchange, conflict management, maintaining attention and motivation, leadership, etc. are present and transferable to a large number of group work situations and tasks (team-generic and task-contingent skills). Other skills can, on the other hand, be more specific to a team or group, such as internal organization, motivation, knowledge of the skills distributed in the team, etc.

2.4.1. Individual Assessment of Collaboration

Assessing collaboration requires capturing the dynamic and multi-level nature of the collaboration process, which is not as easily quantifiable as group/team inputs and outputs (task performance, satisfaction, and changes at group/team and individual level). There are indeed multiple interactions between the context, the collaboration processes, the task processes, and their (various) outcomes ( Détienne et al. 2012 ). The integrative concept of “quality of collaboration” ( Burkhardt et al. 2009 ) encapsulates much of what is currently known about collaborative processes and what constitutes effective collaboration. According to this approach, collaborative processes can be grouped along several dimensions concerning communication processes such as grounding, task-related processes (e.g., exchanges of knowledge relevant for the task at hand), and organization/coordination processes ( Burkhardt et al. 2009 ). Communication processes are most important for ensuring the construction of a common referential within a group of collaborators. Task-related processes relate to how the group resolves the task at hand by sharing and co-elaborating knowledge, by confronting their various perspectives, and by converging toward negotiated solutions. Collaboration also involves group management activities such as: (a) common goal management and coordination activities, e.g., allocation and planning of tasks; (b) meeting/interaction management activities, e.g., ordering and postponing of topics in the meeting. Finally, the ability to pursue reflexive activity, in the sense of reflecting not only on the content of a problem or solution but on one’s collaboration and problem-solving strategies, is critical for the development of the team and supports them in changing and improving their practices. Graesser et al. ( 2018 ) identify collaborative skills based on the combination of these dimensions with a step in the problem-solving process.

A large body of methodology developed to assess collaboration processes and collaborative tools has been focused on quantifying a restricted subset of fine-grained interactions (e.g., number of speakers’ turns; number of words spoken; number of interruptions; amount of grounding questions). This approach has at least two limitations. First, because these categories of analysis are often ad hoc with respect to the considered situation, they are difficult to apply in all situations and make it difficult to compare between studies. Second, quantitative variations of most of these indicators are non-univocal: any increase or decrease of them could signify either an interactive–intensive collaboration or else evidence of major difficulties in establishing and/or maintaining the collaboration ( Détienne et al. 2012 ). Alternatively, qualitative approaches based on multidimensional views of collaboration provide a more elaborated or nuanced view of collaboration and are useful for identifying potential relationships between distinctive dimensions of collaboration and aspects of team performance, in order to identify processes that could be improved. Based on the method of Spada et al. ( 2005 ) in Computer-Supported Collaborative Learning (CSCL) research, Burkhardt et al. ( 2009 ) have proposed a multi-dimensional rating scheme for evaluating the quality of collaboration (QC) in technology-mediated design. QC distinguishes seven dimensions, grouped along five aspects, identified as central for collaboration in a problem-solving task such as design: communication (1, 2), task-oriented processes (3, 4), group-oriented processes (5), symmetry in interaction—an orthogonal dimension—(6), and individual task orientation (7). This method has recently been adapted for use in the context of assessing games as a support to collaborative skills learning.

2.4.2. Institutional and Environmental Support for Development of Collaboration and Collaborative Skills

Support for individuals’ development of collaborative skills provided by institutions and programs can take a variety of forms: (a) through the social impact of the physical structure of the organization, (b) the nature of the work required within the curriculum, (c) content within the curriculum focusing on collaboration and collaborative skills, and (d) the existence and promotion of extracurricular and inter-institutional opportunities for collaboration.

For instance, institutional support for collaboration has taken a variety of forms in various fields such as healthcare, engineering, public participation, and education. Training and education programs such as Interprofessional Education or Team Sciences in the health domain ( World Health Organization 2010 ; Hager et al. 2016 ; O’Carroll et al. 2021 ), Peer-Led Team Learning in chemistry and engineering domains ( Wilson and Varma-Nelson 2016 ), or Collaborative Problem Solving in education ( Peña-López 2017 ; Taddei 2009 ) are notable examples.

Contextual support recently arose from the deployment of online digital media and new mixed realities in the workplace, in the learning environments and in society at large—obviously stimulated and accentuated with the COVID-19 pandemic. This has led many organizations to invest in proposing support for synchronous and asynchronous collaboration (notably remote, between employees, between students and educators or within group members, etc.) in various ways, including the provision of communication hardware and software, computer-supported cooperative work and computer-supported collaborative learning platforms, training and practical guides, etc. Users can collaborate through heterogeneous hybrid collaborative interaction spaces that can be accessed through virtual or augmented reality, but also simple video conferencing or even a voice-only or text-only interface. These new spaces for collaboration are, however, often difficult to use and less satisfactory than face-to-face interactions, suggesting the need for more research on collaborative activities and on how to support them ( Faidley 2018 ; Karl et al. 2022 ; Kemp and Grieve 2014 ; Singh et al. 2022 ; Waizenegger et al. 2020 ).

A substantive body of literature on teams, collaborative learning, and computer-supported technologies provides evidence related to individual, contextual, and technological factors impacting the collaboration quality and efficiency. For example, teacher-based skills that are critical for enhancing collaboration are, among others, the abilities to plan, monitor, support, consolidate, and reflect upon student interaction in group work ( Kaendler et al. 2016 ). Research focuses also on investigating the most relevant tasks and evaluating the possibilities offered by technology to support, to assess (e.g., Nouri et al. 2017 ; Graesser et al. 2018 ), and/or to learn the skills involved in pursuing effective and satisfying collaboration (see e.g., Schneider et al. 2018 ; Doyle 2021 ; Ainsworth and Chounta 2021 ).

3. Labelization: Valorization of the 4Cs and Assessing Support for Their Development

Moving from the nature of the 4Cs and their individual assessment and towards the ways in which institutions can support their development in individuals, we can now address the fundamentally important question of how best to support and promote this 21st century educational mission within and among institutions themselves. This also raises the question of the systemic recognition of educational settings that are conducive to the development of the 4Cs. In response to these questions, the nature and value of labelization is now presented.

A label is “a special mark created by a trusted third party and displayed on a product intended for sale, to certify its origin, to guarantee its quality and to ensure its conformity with the standards of practices in force” ( Renard 2005 ). A label is therefore a way of informing the public about the objective properties and qualities of a product, service, or system. The label is usually easily identifiable and can be seen as a proof that a product or service, a company, or an organization complies with defined criteria. Its effectiveness is therefore closely linked to the choice of requirements set out in its specifications, as well as to the independence and rigor of the body that verifies compliance with the criteria.

3.1. Labeling as a Means of Trust and Differentiation

As a sign of recognition established by a third party, the label or certification can constitute a proof of trust aiming to reassure the final consumer. According to Sutter ( 2005 ), there are different means of signaling trust. First, the brand name of a product or service and its reputation can, in itself, constitute a label when this brand name is recognized on the market. Second, various forms of self-declaration, such as internal company charters, though not statements assessed by a third party, show an internal commitment that can provide reassurance. Finally, there is certification or labeling, which is awarded by an external body and requires a third-party assessment by a qualified expert, according to criteria set out in a specific reference framework. It is this external body, a trusted third party, which guarantees the reliability of the label and constitutes a guarantee of credibility. Its objectivity and impartiality are meant to guarantee that the company, organization, product, or service meets defined quality or reliability criteria ( Jahn et al. 2005 ).

Research on populations around the world (e.g., Amron 2018 ; Sasmita and Suki 2015 ) show that the buying decisions of consumers are heavily influenced by the trust they have in a brand. More specifically, third-party assurances and labelization have been shown to strongly influence customer buying intentions and purchasing behavior (e.g., Kimery and McCord 2002 ; Lee et al. 2004 ). Taking France as an example, research shows that quality certification is seen as “important” or “significant” by 76% of companies ( Chameroy and Veran 2014 ), and decision makers feel more confident and are more willing to invest with the support of third-party approval than if their decision is merely based on the brand’s reputation or its demonstrated level of social responsibility ( Etilé and Teyssier 2016 ). Indeed, French companies with corporate social responsibility labels have been shown to have higher than average growth rates, and the adoption of quality standards is linked with a 7% increase in the share of export turnover ( Restout 2020 ).

3.2. Influence on Choice and Adoption of Goods and Services

Studies diverge in this area, but based on the seminal work of Parkinson ( 1975 ); Chameroy and Veran ( 2014 ), in their research on the effect of labels on willingness to pay, found that in 75% of cases, products with labels are chosen and preferred to those without labels, demonstrating the impact of the label on customer confidence—provided that it is issued by a recognized third party. Thus, brands that have good reputations tend to be preferred over cheaper new brands, because they are more accepted and valued by the individual social network ( Zielke and Dobbelstein 2007 ).

3.3. Process of Labelizing Products and Services

The creation of a label may be the result of a customer or market need, a request from a private sector of activity or from the government. Creating a label involves setting up a working group including stakeholders who are experts in the field, product managers, and a certification body in order to elaborate a reference framework. This is then reviewed by a specialized committee and validated by the stakeholders. The standard includes evaluation criteria that must be clearly defined ( Mourad 2017 ). An audit system is set up by a trusted third party. It must include the drafting of an audit report, a system for making decisions on labeling, and a system for identifying qualified assessors. The validity of the assessment process is reinforced by this double evaluation: a first level of audit carried out by a team of experts according to a clearly defined set of criteria and a second level of decision making assuring that the methodology and the result of the audit are in conformity with the defined reference framework.

3.4. Labelization of 21st Century Skills

The world of education is particularly concerned by the need to develop and assess 21st century skills, because it represents the first link in the chain of skills acquisition, preparing the human resources of tomorrow. One important means of simultaneously offering a reliable, independent assessment of 21st century skills and valorizing them by making them a core target within an educational system (schools, universities, and teaching and training programs of all kinds) is labelization. Two examples of labelization processes related to 21st century skills were recently developed by the International Institute for Competency Development ( 2021 ; see iicd.net; accessed on 20 November 2022) working with international experts, teachers, and researchers from the University of Paris Cité (formerly Université Sorbonne Paris Cité), Oxford University, and AFNOR UK (an accredited certification body and part of AFNOR International, a subsidiary of the AFNOR group, the only standards body in France).

The last two or three decades has seen the simultaneous rise of international ranking systems and an interest in quality assurance and assessment in an increasingly competitive educational market ( Sursock 2021 ). The aim of these labelization frameworks is to assist in the development of “quality culture” in education by offering individual programs, institutions, and systems additional independent, reliable means of benchmarking, charting progress, and distinguishing themselves based on their capacity to support and promote the development of crucial skills. Importantly, the external perspectives provided by such assessment system should be capable of being individually adapted and applied in a manner that can resist becoming rigidly imposed external standards ( Sursock and Vettori 2017 ). Similarly, as we have seen in the literature review, the best approach to understanding and assessing a particular C is from a combination of different levels and perspectives in context. For example, important approaches to critical thinking have been made from educationally, philosophically, and psychologically focused vantage points ( Lai 2011 ). We can also argue that understandings of creativity are also results of different approaches: the major models in the literature (e.g., the “4Ps” and “7Cs” models; see Lubart and Thornhill-Miller 2019 ) explicitly result from and include the objectives of different education-focused, process-focused, and “ingredient” or component-focused approaches.

The two assessment frameworks outlined in the sections that follow were formulated with these different perspectives and objective needs in mind. Given the complexity and very different natures of their respective targets (i.e., one assessing entire formal educational contexts such as institutions or programs, whereas the other targets the less multi-dimensional, informal educational activities represented by games), the assessment of the individual Cs also represents what experts consider a target-appropriate balance of education- and curriculum-focused, process-focused, and component-focused criteria for assessing each different C.

4. The International Institute for Competency Development’s 21st Century Competencies 4Cs Assessment Framework for Institutions and Programs

One comprehensive attempt to operationalize programmatic-level and institutional-level support for the development of the 4Cs is the International Institute for Competency Development’s 4Cs Assessment Framework ( International Institute for Competency Development 2021 ). Based upon expert opinion and a review of the available literature, this evaluation grid is a practical tool that divides each of the 4Cs into three “user-friendly” but topic-covering components (see Table 1 and definitions and further discussion in the sections that follow). Each of these components is then assessed across seven dimensions (see Table 2 , below), designed to cover concisely the pedagogical process and the educational context. Examples for each point level are provided within the evaluation grid in order to offer additional clarity for educational stakeholders and expert assessors.

Three different components of each C in IICD’s 21st Century Skills 4Cs Assessment Framework.

Seven dimensions evaluated for the 3 different components of each C.

* Educational-level dependent and potentially less available for younger students or in some contexts.

The grid itself can be used in several important and different ways by different educational stakeholders: (1) by the institution itself in its self-evaluation and possible preparation for a certification or labelization process, (2) as an explicit list of criteria for external evaluation of the institution and its 4Cs-related programs, and (3) as a potential long-term development targeting tool for the institution or the institution in dialogue with the labelization process.

4.1. Evaluation Grid for Creativity

Dropping the component of “creative person” that is not relevant at the institutional level, this evaluation grid is based on Rhodes’ ( 1961 ) classic “4P” model of creativity, which remains the most concise model today ( Lubart and Thornhill-Miller 2019 ). The three “P” components retained are: creative process , creative environment , and creative product . Creative process refers to the acquisition of a set of tools and techniques that students can use to enhance the creativity of their thinking and work. Creative environment (also called “Press” in earlier literature) is about how the physical and social surroundings of students can help them be more creative. Finally, creative product refers to the evaluation of actual “productions” (e.g., a piece of art, text, speech, etc.) generated through the creative process.

4.2. Evaluation Grid for Critical Thinking

Our evaluation grid divides critical thinking into three main components: critical thinking about the world , critical thinking about oneself (self-reflection), as well as critical action and decision making . The first component refers to having an evidence-based view of the exterior world, notably by identifying and evaluating sources of information and using them to question current understandings and solve problems. Self-reflection refers to thinking critically about one’s own life situation, values, and actions; it presupposes the autonomy of thought and a certain distance as well as the most objective observation possible with regard to one’s own knowledge (“meta-cognition”). The third and final component, critical action and decision making, is about using critical thinking skills more practically in order to make appropriate life decisions as well as to be open to different points of view. This component also addresses soft skills and attitudes such as trusting information.

Our evaluation framework for critical thinking was in part inspired by Barnett’s “curriculum for critical being” (2015), whose model distinguishes two axes: one defined by the qualitative differences in the level of criticality attained and the second comprised of three different domains of application: formal knowledge, the self, and the world. The first two components of our framework (and the seven dimensions on which they are rated) reflect and encompass these three domains. Similar to Barrett’s proposal, our third rubric moves beyond the “skills-plus-dispositions” model of competency implicit in much theorizing about critical thinking and adds the importance of “action”—not just the ability to think critically and the disposition to do so, but the central importance of training and practicing “critical doing” ( Barnett 2015 ). Critical thinking should also be exercised collectively by involving students in collective thinking, facilitating the exchange of ideas and civic engagement ( Huber and Kuncel 2016 ).

4.3. Evaluation Grid for Collaboration

The first component of collaboration skills in the IICD grid is engagement and participation , referring to the active engagement in group work. Perspective taking and openness concerns the flexibility to work with and accommodate other group members and their points of view. The final dimension— social regulation —is about being able to reach for a common goal, notably through compromise and negotiation, as well as being aware of the different types of roles that group members can hold ( Hesse et al. 2015 ; Rusdin and Ali 2019 ; Care et al. 2016 ). (These last two components include elements of leadership, character, and emotional intelligence as sometimes described in other soft-skill and competency-related systems.) Participation, social regulation, and perspective taking have been identified as central social skills in collaborative problem solving ( Hesse et al. 2015 ). Regarding social regulation in this context, recognizing and profiting from group diversity is key ( Graesser et al. 2018 ). When describing an assessment in an educational setting of collaborative problem solving (with a task in which two or more students have to collaborate in order to solve it, each using a different set of resources), two main underpinning skills were described for the assessment: the social skill of audience awareness (“how to adapt one’s own behavior to suit the needs of the task and the partner’s requirements”, Care et al. 2016, p. 258 ) and the cognitive skill of planning and executing (developing a plan to reach for a goal) ( Care et al. 2016 ). The former is included in the perspective taking and openness rubric and the latter in the social regulation component in the IICD grid. Evans ( 2020 ) identified four main collaboration skills consistently mentioned in the scientific literature that are assessed in the IICD grid: the ability to plan and make group decisions (example item from the IICD grid: teachers provide assistance to students to overcome differences and reach a common goal during group work); the ability to communicate about thinking with the group (assessed notably in the meta-reflection strand of the IICD grid); the ability to contribute resources, ideas, and efforts and support group members (included notably in the engagement and participation as well as the social regulation components); and finally, the ability to monitor, reflect, and adapt individual and group processes to benefit the group (example item from the IICD grid: students use perspective-taking tools and techniques in group activities).

4.4. Evaluation Grid for Communication

The evaluation grid for communication is also composed of three dimensions: message formulation, message delivery, and message and communication feedback . Message formulation refers to the ability to design and structure a message to be sent, such as outlining the content of an argument. Message delivery is about effectively transmitting verbal and non-verbal aspects of a message. Finally, message and communication feedback refers to the ability of students and teachers to understand their audience, analyze their social surroundings, and interpret information in context. Other components of communication skills such as theory of mind, empathy, or emotional intelligence are also relevant and included in the process of applying the grid. Thompson ( 2020 ) proposes a four-component operationalized definition of communication for its assessment in students. First, they describe a comprehension strand covering the understanding and selection of adequate information from a range of sources. Message formulation in the IICD grid captures this dimension through its focus on content analysis and generation. Second, the presentation of information and ideas is mentioned in several different modes, adjusted to the intended audience, verbally as well as non-verbally. The message delivery component of the IICD grid focuses on these points. Third, the authors note the importance of communication technology and its advanced use. The IICD grid also covers the importance of technology use in its tools and techniques category, with, for example, an item that reads: students learn to effectively use a variety of formats of communication (social media, make a video, e-mail, letter writing, creating a document). Finally, Thompson ( 2020 ) describes the recognition of cultural and other differences as an important aspect of communication. The IICD grid aims at incorporating these aspects, notably in the meta-reflection category under each of the three dimensions.

5. Assessing the 4Cs in Informal Educational Contexts: The Example of Games

5.1. the 4cs in informal educational contexts.

So far, the focus has been on rather formal ways of nurturing the 4Cs. Although institutions and training programs are perhaps the most significant and necessary avenues of education, they are not the sole context in which 4Cs’ learning and improvement can manifest. One other important potential learning context is game play. Games are activities that are present and participated in throughout human society—by those of all ages, genders, and socio-economic statuses ( Bateson and Martin 2013 ; Huizinga 1949 ; Malaby 2007 ). This informal setting can also provide favorable conditions to help improve the 4Cs ( van Rosmalen et al. 2014 ) and should not be under-appreciated. Games provide a unique environment for learning, as they can foster a space to freely explore possibilities and one’s own potential ( de Freitas 2006 ). We argue that games are a significant potential pathway for the improvement of the 4Cs, and as such, they merit the same attention as more formal ways of learning and developing competencies.

5.2. 4Cs Evaluation Framework for Games

Compared to schools and educational institutions, the focus of IICD’s evaluation framework for games (see International Institute for Competency Development 2021 ) is more narrow. Thus, it is fundamentally different from the institutional grid: games, complex and deep as they can sometimes be, cannot directly be compared to the complexity of a school curriculum and all the programs it contains. The evaluation of a game’s effectiveness for training/improving a given C rests on the following principle: if a game presents affordances conducive to exercising a given skill, engaged playing of that game should help improve that skill.

The game’s evaluation grid is scored based on two criteria. For example, as a part of a game’s rating as a tool for the development of creativity, we determine the game must first meet two conditions. First, whether or not the game allows the opportunity for creativity to manifest itself: if creativity cannot occur in the game, it is obviously not eligible to receive ratings for that C. Second, whether or not creativity is needed in order to perform well in the game: if the players can win or achieve success in the game without needing creativity, this also means it cannot receive a rating for that C. If both conditions are met, however, the game will be considered potentially effective to improve creativity through the practice of certain components of creative behavior. This basic principle applies for all four of the Cs.

As outlined in Table 3 , below, the evaluation grid for each of the four Cs is composed of five components relevant to games that are different for each of the Cs. The grid works as follows: for each of the five components of each C, we evaluate the game on a list of sub-components using two yes/no scales: one for whether it is “possible” for that subcomponent to manifest and one for whether that sub-component is “required for success” in the game. This evaluation is done for all sub-components. After this, each general component is rated on the same two indicators. If 60% (i.e., three out of five) or more sub-components are positively rated as required, the general component is considered required. Then, the game is evaluated on its effectiveness for training and improving each of the 4Cs. If 60% or more components are positively rated as required, the game will be labelized as having the potential to be effective for training and improving the corresponding C.

Five different components evaluated for each C by the 4Cs assessment framework for games.

The evaluation grid for creativity is based on the multivariate model of creative potential (see Section 2.1.1 and Lubart et al. 2013 for more information) and is composed of four cognitive factors and one conative factor: originality , divergent thinking , convergent thinking , mental flexibility , and creative dispositions . Originality refers to the generation of ideas that are novel or unexpected, depending on the context. Divergent thinking corresponds to the generation of multiple ideas or solutions. Convergent thinking refers to the combination of multiple ideas and the selection of the most creative idea. Mental flexibility entails changing perspectives on a given problem and breaking away from initial ideas. Finally, creative dispositions concerns multiple personality-related factors conducive to creativity, such as openness to experience or risk taking.

The evaluation grid for critical thinking echoes Halpern’s ( 1998 ) as well as Marin and Halpern’s ( 2011 ) considerations for teaching this skill, that is, taking into consideration thinking skills, metacognition, and dispositions. The five components of the critical thinking grid are: goal-adequate discernment, objective thinking, metacognition, elaborate reasoning, and uncertainty management. Goal-adequate discernment entails the formulation of inferences and the discernment of contradictions when faced with a problem. Objective thinking corresponds to the suspension of one’s own judgment and the analysis of affirmations and sources in the most objective manner possible. Metacognition, here, is about questioning and reassessing information, as well as the awareness of one’s own cognitive biases. Elaborate reasoning entails reasoning in a way that is cautious, thorough, and serious. Finally, uncertainty management refers to the dispositional propensity to tolerate ambiguity and accept doubt.

The evaluation grid for collaboration is based on the quality of collaboration (QC) method ( Burkhardt et al. 2009 ; see Section 2.4.2 for more details) and is composed of the following five components: collaboration fluidity, well-argued deliberation and consensus-based decision, balance of contribution, organization and coordination, and cognitive syncing, input, and support. Collaboration fluidity entails the absence of speech overlap and the presence of a good flow in terms of turns to speak. Well-argued deliberation and consensus-based decision is about contributing to the discussion and task at hand, as well as participating in discussions and arguments, in order to obtain a consensus. Balance of contribution refers to having equal or equivalent contributions to organization, coordination, and decision making. Organization and coordination refers to effective management of roles, time, and “deadlines”, as well as the attribution of roles depending on participants’ skills. Finally, cognitive syncing, input, and support is about bringing ideas and resources to the group, as well as supporting and reinforcing other members of the group.

The five components used to evaluate communication in games include both linguistic, pragmatic, and social aspects. Linguistic skills per se are captured by the mastery of written and spoken language component. This component assesses language comprehension and the appropriate use of vocabulary. Pragmatic skills are captured by the verbal and non-verbal communication components and refer to the efficient use of verbal and body signals in the context of the game to achieve one’s communicative goals ( Grassmann 2014 ; Matthews 2014 ). Finally, the grid also evaluates social skills with its two last components, social interactions and social cognition, which, respectively, refer to the ability to interact with others appropriately—including by complying with the rules of the game—and to the understanding of other people’ mental states ( Tomasello 2005 ).

6. Discussion and Conclusions

Each of the 4Cs is a broad, multi-faceted concept that is the subject of a tremendous amount of research and discussion by a wide range of stakeholders in different disciplines, professions, and parts of the educational establishment. The development of evaluation frameworks to allow support for the 4Cs to be assessed and publicly recognized, using a label, is an important step for promoting and fostering these skills in educational contexts. As illustrated by IICD’s 4Cs Framework for educational institutions and programs, as well as its games/activities evaluation grid, the specific criteria to detect support for each C can vary depending upon the educational context (e.g., formal and institutional level or informal and at the activity level). Yet considering the 4Cs together highlights some additional observations, current challenges, and opportunities for the future that are worthy of discussion.

6.1. Interrelationships between the 4Cs and a New Model for Use in Pedagogy and Policy Promotion

One very important issue for understanding the 4Cs and their educational implementation that can be simultaneously a help and a hindrance for teaching them—and also a challenge when assessing them—is their multidimensionality and interrelatedness. In other words, the 4Cs are not entirely separate entities but instead, as Figure 2 shows, should be seen as four interlinked basic “elements” for future-oriented education that can help individuals in their learning process and, together, synergistically “bootstrap” the development of their cognitive potentials. Lamri and Lubart ( 2021 ), for example, found a certain base level of creativity was a necessary but not sufficient condition for success in managerial tasks, but that high-level performance required a combination of all four Cs. Some thinkers have argued that one cannot be creative without critical thinking, which also requires creativity, for example, to come up with alternative arguments (see Paul and Elder 2006 ). Similarly, among many other interrelationships, there is no collaboration without communication—and even ostensibly individual creativity is a “collaboration” of sorts with the general culture and precursors in a given field. As a result, it ranges from impossible to suboptimal to teach (or teach towards) one of the 4Cs without involving one or more of the others, and this commingling also underscores the genuine need and appropriateness of assessing them together.

“‘Crea-Critical-Collab-ication’: a Dynamic Interactionist Model of the 4Cs”. (Illustration of the interplay and interpenetration of creativity, critical thinking, collaboration, and communication shown in dimensional space according to their differing cognitive/individual vs. social/interpersonal emphases; (© 2023, Branden Thornhill-Miller. All Rights Reserved. thornhill-miller.com; accessed on 20 January 2023)).

From this perspective, Thornhill-Miller ( 2021 ) proposed a “dynamic interactionist model of the 4Cs” and their interrelated contributions to the future of education and work. Presented in Figure 2 , this model is meant to serve as a visual and conceptual aid for understanding the 4Cs and their interrelationships, thereby also promoting better use and understanding of them in pedagogical and policy settings. In addition to suggesting the portmanteau of “crea-critical thinking” as a new term to describe the overlap of much of the creative and critical thinking processes, the title of this model, “Crea-Critical-Collab-ication”, is a verbal representation of the fluid four-way interrelationship between the 4Cs visually represented in Figure 2 (a title meant to playfully repackage the 4Cs for important pedagogical and policy uses). This model goes further to suggest some dimensional differences in emphases that, roughly speaking, also often exist among the 4Cs: that is to say, the frequently greater emphasis on cognitive or individual elements at play in creativity and critical thinking in comparison to the social and interpersonal aspects more central to communication and collaboration ( Thornhill-Miller 2021 ).

Similarly focused on the need to promote a phase change towards future-oriented education, Lucas ( 2019 ) and colleagues have suggested conflating creative thinking and critical thinking in order to propose “3Cs” (creative thinking, communication, and collaboration) as new “foundational literacies” to symmetrically add to the 3Rs (Reading, wRiting, and aRithmetic) of previous educational eras. Although we applaud these efforts, from our applied research perspective, we believe that the individual importance of, and distinct differences between, creative thinking and critical thinking support preserving them both as separate constructs in order to encourage the greatest development of each of them. Moreover, if only three categories were somehow required or preferable, one could argue that uniting communication and collaboration (as “collab-ication” suggests) might be preferable—particularly also given the fact that substantial aspects of communication are already covered within the 3Rs. In any case, we look forward to more such innovations and collaborations in this vibrant and important area of work at the crossroads between research, pedagogy, and policy development.

6.2. Limitations and Future Work

The rich literature in each of the 4Cs domains shows the positive effects of integrating these dimensions into educational and professional curricula. At the same time, the complexity of their definitions makes them difficult to assess, both in terms of reliability (assessment must not vary from one measurement to another) and of validity (tests must measure that which they are intended to measure). However, applied research in this area is becoming increasingly rigorous, with a growing capacity to provide the necessary tools for evidence-based practice. The development of these practices should involve interdisciplinary teams of teachers and other educational practitioners who are equipped and trained accordingly. Similarly, on the research side, further exploration and clarification of subcomponents of the 4Cs and other related skills will be important. Recent efforts to clarify the conceptual overlap and hierarchical relations of soft skills for the future of education and work, for example, have been helpful and promising (e.g., Joie-La Marle et al. 2022 ; Lamri et al. 2022 ). But the most definitive sort of taxonomy and measurement model that we are currently lacking might only be established based on the large-scale administration of a comprehensive battery of skill-measuring psychometric tests on appropriate cross sections of society.

The rapid development and integration of new technologies will also aid and change the contexts, resources, and implementation of the 4Cs. For example, the recent developments make it clear that the 4Cs will be enhanced and changed by interaction with artificially intelligence, even as 4Cs-related skills will probably, for the same reason, increasingly constitute the core of available human work in the future (see, e.g., Ross 2018 ). Similarly, research on virtual reality and creativity suggest that VR environments assist and expand individual and collaborative creativity ( Bourgeois-Bougrine et al. 2022 ). Because VR technologies offer the possibility of enhanced and materially enriched communication, collaboration, and information availability, they not only allow for the enhancement of creativity techniques but also for similar expansions and improvements on almost all forms of human activity (see Thornhill-Miller and Dupont 2016 )—including the other three Cs.

6.3. Conclusion: Labelization of the 4Cs and the Future of Education and Work

Traditional educational approaches cannot meet the educational needs of our emergent societies if they do not teach, promote, and assess in line with the new learner characteristics and contexts of the 21st century ( Sahin 2009 ). The sort of future-oriented change and development required by this shift in institutional practices, programming, and structure will likely meet with significant resistance from comfortably entrenched (and often outdated) segments of traditional educational and training establishments. Additional external evaluation and monitoring is rarely welcome by workers in any context. We believe, however, that top-down processes from the innovative and competition-conscious administrative levels will be met by bottom-up demands from students and education consumers to support these institutional changes. And we contend that efforts such as labelizing 4C processes will serve to push educators and institutions towards more relevant offerings, oriented towards the future of work and helping build a more successful future for all.

In the end, the 4Cs framework seems to be a manageable, focused model for modernizing education, and one worthy of its growing prevalence in the educational and research marketplace for a number of reasons. These reasons include the complexity and cumbersome nature of larger alternative systems and the 4Cs’ persuasive presence at the core of a number of early and industry-driven frameworks. In addition, the 4Cs have benefitted from their subsequent promotion by organizations such as the OECD and the World Economic Forum, as well as some more direct support from recent empirical research. The promotion, teaching, and assessment of the 4Cs will require a complex social intervention and mobilization of educational resources—a major shift in pedagogy and institutional structures. Yet the same evolving digital technologies that have largely caused the need for these massive, rapid changes can also assist in the implementation of solutions ( van Laar et al. 2017 ). To the extent that future research also converges on such a model (that has already been found pedagogically useful and policy-friendly by so many individuals and organizations), the 4Cs framework has the potential to become a manageable core for 21st century skills and the future of education and work—one that stakeholders with various agendas can already begin building on for a better educational and economic future together.

Funding Statement

This research received no external funding.

Author Contributions

Conceptualization, B.T.-M. and T.L.; writing—original draft preparation, B.T.-M., A.C., M.M., J.-M.B., T.M., S.B.-B., S.E.H., F.V., M.A.-L., C.F., D.S., F.M.; writing—review and editing, B.T.-M., A.C., T.L., J.-M.B., C.F.; visualization, B.T.-M.; supervision, B.T.-M., T.L.; project administration, B.T.-M., T.L. All authors have read and agreed to the published version of the manuscript.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Data availability statement, conflicts of interest.

B.T.-M. and T.L. are unpaid academic co-founder and project collaborator for the International Institute for Competency Development, whose labelization frameworks (developed in cooperation with Afnor International and the LaPEA lab of Université Paris Cité and Université Gustave Eiffel) are used as examples in this review. S.E.H. and M.A.-L. are employees of AFNOR International. No funding was received to support this research or article, which reflects the views of the scientists and researchers and not their organizations or companies.

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