Get the Most Out of Brainstorming With “How Might We Questions”

What if the key to solving complex problems was as simple as asking the right question? In the world of creativity and innovation, a well-phrased inquiry can do more than identify challenges—it can reframe them entirely, revealing opportunities hidden in plain sight.

Enter the “How Might We” (HMW) question. This deceptively simple yet profoundly powerful tool transforms obstacles into springboards for fresh ideas and groundbreaking solutions. Whether you’re designing a new product, improving a process, or rethinking a business strategy, HMW questions provide a clear and structured way to navigate uncertainty and unleash creativity.

In this article, we’ll delve into what makes HMW questions so effective, how to craft them to maximise impact, and advanced techniques to elevate your brainstorming sessions.

What Are “How Might We” Questions?

At their core, “How Might We” (HMW) questions are open-ended prompts designed to transform problems into opportunities. They focus your creative energy and make brainstorming sessions more productive by offering a structured framework to explore solutions.

Think of HMW as the art of asking the right questions. When you start with “How might we…” and narrow in on a specific challenge, you create a springboard for fresh ideas. This approach grounds discussions, keeps ideation sessions aligned with real-world needs, and inspires participants to think beyond limitations. The result? A treasure trove of innovative ideas waiting to be discovered.

Using HMW Questions to Focus on What Matters 

When tasked with redesigning the ground experience of an international airport, EWOR co-founder Alex Grots and his team at IDEO uncovered a surprising truth: the various stages of this airport’s travel were so disjointed that they often worked against each other, leaving passengers confused and frustrated. To bring this challenge to life, the team created a vivid persona and a relatable scenario.

Picture this: a stressed-out father of three racing through the airport, juggling luggage and impatient kids, only to be met with hours of waiting at the gate. He’s forced to rush his family through security and boarding checks, only to face the challenge of keeping his children entertained—much to the annoyance of his fellow travellers.

Instead of focusing on the broad and overwhelming issue of “frustrating airport travel,” the team reframed the problem: “How might we make waiting the most enjoyable part of a traveller’s journey?” This simple but powerful shift unlocked new possibilities. Ideas like engaging entertainment, family-friendly services, and revamped spaces turned the waiting game into an opportunity for relaxation and delight—offering both passengers and the airport innovative ways to create value.

Without guidance, their brainstorming might have produced scattered ideas. However, targeted HMW questions helped sharpen the session’s focus:

• How might we make the wait the most exciting part of the trip?

This question asks you to assume the complete opposite of what is normally true. No one likes waiting to board. But who says that can’t be changed?

• How might we entirely remove the wait at the airport?
  
  This question is questioning the idea that waiting is necessary in the first place.
  
  
• How might we make the rush refreshing instead of hurried?

This question changes the adjectives. Instead of thinking about the rush as hurried, can we change that?

• How might we separate the kids from fellow passengers?

This question focuses the mind on removing what could be considered the “problem” for the frustrated passengers waiting, while possibly providing an alleviating option for the parent in charge.

• How might we make the airport feel like a spa? Or like a playground?

This question aims to draw ideas by using unlikely analogies. Without this prompt, you would likely not have combined ideas related to a spa with ideas related to an airport.

Framing “How Might We” Questions

Crafting impactful “How Might We” (HMW) questions requires careful framing to ensure they inspire creativity, generate ideas, and direct focus. A well-structured HMW question is neither too broad nor too narrow—it strikes a balance that encourages innovative thinking while remaining actionable.

Avoid Overly Broad or Narrow Questions

A well-crafted HMW question strikes a delicate balance: it should be focused enough to guide thinking but open-ended enough to inspire creativity. Take, for example, the question, “How might we better work together?” While valid, it’s so broad that it risks overwhelming our brains, often leading to vague or overly simplistic answers.

On the other hand, a question like, “How can we collect our ideas on Post-its?” is too narrow, locking in a specific solution before ideas have a chance to flow. It limits creativity instead of sparking it.

The sweet spot lies in questions like, “How might we make our ideas more visible?” This phrasing points to a clear goal—increasing visibility to improve communication and collaboration—without prescribing how to achieve it. It invites innovative thinking while being grounded in practical insights, such as research showing that visibility enhances teamwork.

Inspire Creativity and Idea Flow

A great HMW question does more than address a problem—it sparks unexpected connections and unlocks diverse possibilities. Consider the question, “How might we make an elevator service feel like a freshly made bed?” By linking the comfort of a bed to the functionality of an elevator—two seemingly unrelated ideas—it invites fresh perspectives and out-of-the-box thinking.

Similarly, a question like, “How might we turn an elevator into the meeting point of a building?” challenges the ordinary role of elevators, transforming them from mere transportation tools into spaces for connection. These types of questions don’t just reimagine the familiar; they break conventional boundaries, paving the way for creative breakthroughs.

Focus on Pain Points

HMW questions are most impactful when they tackle a specific pain point. For instance, “How might we make the energy consumption on an elevator visible?” zeroes in on a clear, actionable issue. This targeted approach not only sharpens the focus of brainstorming but also ensures that the solutions generated are practical and meaningful.

How to Create Your Own HMW Questions

To create effective “How Might We” (HMW) questions, start by reflecting on your customer discovery insights—particularly your articulated opportunity area or point of view.

Next, brainstorm at least ten HMW questions related to your opportunity. For inspiration, you can draw on examples like the father and his kids at the airport. If you generate ten HMW questions and come up with ten ideas for each, you’ll have 100 potential ideas to explore—a robust starting point for innovation.

While this process may seem straightforward, it can be challenging depending on the complexity of your opportunity area. To help refine your approach, consider using “special” types of HMW questions, which can guide you as you narrow down your focus.

Constrained HMW Questions

Introducing constraints can seem limiting, but they often do the opposite—unlocking creativity by forcing the brain to think within defined boundaries. Constraints compel us to move beyond the obvious and explore more innovative ideas. The key is balance: too many constraints can suffocate creativity, while just the right amount can inspire fresh perspectives.

Even playful or imaginary constraints, like designing a solution as if you were a superhero, can spark surprising breakthroughs. By rethinking how a problem is framed, these boundaries help uncover ideas that might otherwise remain hidden.

Examples of constraint-based HMW questions include:

• How might we solve this when in space?
• How might we address this as a criminal?
• How might we solve this for blind people?
• How might we solve this if we were Amazon / Superman / etc.?

Analogies

Leveraging analogies is another powerful way to craft HMW questions that ignite creativity. Consider prompts like, “How might we make the airport feel like a spa?” or “How might we make an elevator service feel like a freshly made bed?” These questions challenge the brain to connect seemingly unrelated concepts, opening the door to innovative and unexpected solutions.

The magic of analogy-based brainstorming lies in its ability to push thinking into entirely new contexts. The most effective analogies are often “far analogies,” where the comparison involves ideas with minimal similarities. Research by Joel Chan and colleagues (2011) reveals that far analogies are especially potent, leading to more creative and diverse solutions than relying on near analogies or traditional approaches.

Bringing It All Together: Maximising the Impact of HMW Questions

“How Might We” questions are a powerful tool for turning challenges into opportunities, inspiring creativity, and driving innovation. To fully harness their potential, it’s crucial to integrate them effectively into your brainstorming and problem-solving processes. Here’s how to ensure your HMW questions deliver maximum impact:

Step 1. Start with a Point-of-View (POV) or Problem Statement

Begin with a well-defined point-of-view or problem statement to focus your brainstorming. Combine the user, need, and insight into this structure:

[User] needs to [need] because [insight].

For example: A hurried father of three (user) needs to navigate the airport efficiently (need) because delays and confusing signage add unnecessary stress (insight). This statement anchors your session, ensuring HMW questions are actionable and user-focused.

Step 2. Foster a Collaborative Environment

The success of a brainstorming session depends on the team’s ability to build on each other’s ideas. Assign roles, such as facilitator or note-taker, to keep the session organised and inclusive. Encourage participants to contribute freely, reminding them that even unconventional ideas have value.

Step 3. Break the Problem into Smaller Themes

Divide your problem statement into smaller, actionable areas to guide your ideation. For example, if the challenge is navigating an airport, break it into themes like simplifying security, improving signage, creating stress-free waiting areas, or offering family-friendly services. These themes act as a foundation for crafting HMW questions.

Step 4. Write aand Experiment With as Many HMW Questions as Possible

Once you’ve broken down your problem into smaller themes, it’s time to craft a diverse set of “How Might We” (HMW) questions. A great way to start is by using the following formula:

How might we [intended experience] for [user] so that [desired effect]?

For example:

• How might we make security lines more efficient for families so they feel less rushed?
• How might we create engaging waiting areas so passengers enjoy their time at the airport?
• How might we improve airport signage so travellers can navigate confidently without stress?

At the same time, incorporate special types of HMW questions, such as those using constraints or analogies, to push thinking beyond the obvious. 

Step 5. Iterate and Refine

Brainstorming is rarely a linear process. As ideas emerge, revisit and refine your HMW questions to maintain focus and clarity. Consider breaking down overly broad ideas into smaller, more manageable challenges to keep the momentum going.

Step 6. Evaluate and Act

Once you’ve generated a pool of ideas, prioritise them based on their feasibility, potential impact, and alignment with your goals. The best HMW questions lead to actionable insights that solve real problems and create meaningful value.

That’s a Wrap

Innovation begins with asking the right questions. By mastering the art of crafting and applying HMW questions, you can unlock your team’s creative potential and transform even the most complex challenges into groundbreaking opportunities. Whether you’re designing solutions for a global problem or rethinking an everyday process, let HMW questions be your guide to innovative success.

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