# Fishbone Diagram (Ishikawa)

## Purpose
Systematically identify all potential causes of a problem or all factors contributing to an outcome, organized by category.

## When to Use
- Identifying blind spots in complex ideas
- When the idea addresses a problem (need to understand root causes)
- Validating that your solution addresses all critical factors
- Refining GTM or implementation strategies

## Process

1. **Define the "effect"**
   - What problem are you solving OR what outcome are you creating?
   - Write this as the "head" of the fish

2. **Identify major categories** (choose relevant categories)
   - **Standard categories**: People, Process, Technology, Environment, Materials, Measurement
   - **Business categories**: Market, Product, Distribution, Marketing, Operations, Team
   - **GTM categories**: Messaging, Channels, Pricing, Positioning, Competition, Timing
   - Adapt categories to fit your context

3. **Brainstorm causes within each category**
   - For each major category, list all factors that contribute
   - Ask "What in this category affects the outcome?"
   - Push for specific, actionable factors (not vague generalities)
   - Aim for 3-7 factors per category

4. **Drill deeper with "why?"**
   - For major factors, ask "Why does this happen?" or "What causes this?"
   - Create sub-branches for root causes

5. **Identify patterns and priorities**
   - Which causes appear across multiple categories?
   - Which causes have the biggest impact?
   - Which causes are within your control?

6. **Synthesis**
   - Does your idea address the high-impact causes?
   - What blind spots were revealed?
   - What factors need more attention in your strategy?

## Example

**Idea**: "Launch AI-powered sales coaching platform for B2B teams"

**Effect**: "B2B sales teams underperform on quota"

### Categories & Causes

**People**:
- Reps lack training on discovery questions
- Managers don't have time to coach
- High turnover in sales team
- Inconsistent skill levels across team

**Process**:
- No standardized sales methodology
- Poor handoff between SDR and AE
- Long sales cycles with no milestones
- Deal reviews happen too late

**Technology**:
- CRM data is incomplete/inaccurate
- No call recording or analysis
- Disconnected tools (CRM, email, calls)
- Manual reporting wastes time

**Market**:
- Increased competition for same buyers
- Buyers are more informed (research online first)
- Longer buying committees
- Economic headwinds (tighter budgets)

**Product** (what they're selling):
- Value proposition unclear to buyers
- Feature-focused vs. outcome-focused
- Pricing misaligned with perceived value
- Poor product-market fit

**Leadership**:
- Quota set without market input
- Comp structure doesn't motivate right behaviors
- No accountability for coaching
- Focus on activity metrics vs. outcomes

### Analysis

**High-impact causes** (appear multiple times or critical):
- Lack of coaching capability (People + Leadership)
- No data/insights for improvement (Technology)
- Unclear value messaging (Product + Process)

**Within control** (your platform can address):
- Call analysis and insights (Technology)
- Standardized coaching framework (Process)
- Data-driven feedback (Technology)

**Outside control** (need to acknowledge):
- Market competition
- Budget constraints
- Turnover

### Synthesis

**Insight**: The platform should focus on:
1. **Automated call analysis** (solving Technology gap)
2. **Coaching frameworks** (solving People + Process gap)
3. **Manager enablement** (solving Leadership gap)

**Blind spot revealed**: Original idea focused only on rep training. Real problem is manager coaching capability + lack of data. Platform needs to target sales managers, not just reps.

**Refined value prop**: "Give sales managers AI-powered insights and frameworks to coach their team to quota—without adding hours to their day."
