Sometimes the way to solve a problem or seize an opportunity seems obvious to an onlooker. There appears to be a clear chain of causation causing a series of issues, and the solution seems clear cut. If customers are complaining about queuing too long when calling up with an enquiry, a seemingly obvious answer is to hire more staff. If a competitor has launched a new website or app that has led to customers defecting, the apparently obvious course of action might be to follow suit and launch a better app or website.  

At first glance these responses seem so logical and obvious, they barely warrant scrutiny. It would be tempting for an executive to proclaim 'we don't need any analysis' and direct teams to implement the (supposedly) obvious solution.

Business Analysis: Challenging the Obvious

Yet the world is rarely as simple as it seems and, all too often, obvious-sounding solutions are deceptive mirages waiting to trap the unsuspecting. Without a thorough understanding of both the current situation and the needs of the stakeholders, how on earth can any conclusion be drawn over whether a proposed solution would actually be beneficial? It's all too easy to inadvertently seize upon a 'solution' that is completely unfeasible. Perhaps it doesn't fit well with the technical or business architecture, or even contradicts or changes the underlying commercial business model. Suddenly that seductively 'obvious' decision has become a costly political mistake that upsets customers. 

Let's examine the previously mentioned example of customers complaining about call-centre queues. It might be tempting to hire more staff, but this would have a lead-time and would also increase the operational budget. Each staff member would need to be trained and provided with the relevant equipment. It might not even be possible to hire the number of staff needed within the required timeframe, and even if it were, training them might take so many people away from the front-line it actually makes the problem worse. 

A more holistic approach would be to understand why there is so much demand flowing into the call centre in the first place. Analysis might discover that it's a temporary seasonal peak, and the best thing to do is wait to see if volumes continue to be high or whether they revert back to normal. Alternatively, there might be an external factor driving the increased demand, such as a competitor increasing prices. There could also be internal factors such as communication errors meaning customers are having to ring in to clarify. Throw in an analysis of the different stakeholders' needs and perspectives and it is possible to foster the beginnings of a deep and rich understanding of the current situation. 

From Analysis to Possibilities 

Moving beyond what seems obvious to a more holistic and thorough understanding allows different options to be discussed. An analyst can look at the problems and opportunities, and work with the stakeholder community to understand the different possibilities. Rarely (if ever) is there only one option—even in the most restrictive of situations there are usually two: "do nothing" and "do something".  

Each option will have a range of different pros and cons. It's likely that some will sound great in principle but just won't be feasible. Perhaps there isn't sufficient budget to implement them, or perhaps it would involve a major and risky technical change for a relatively trivial benefit. It's important to remember that time is money too—there is an opportunity cost associated with everything an organisation does. The 12 months spent on an executive's pet project (that few other people care about) is 12 months not spent on critical projects that would adapt the organisation to its current environment. 

A crucial role played by the analyst is to challenge the obvious, particularly when stakeholders are set on a single option. By encouraging divergent thinking, it is possible to uncover a range of options, each of which can be assessed for its feasibility. This will ensure that the project sponsor is able to weigh up different possibilities and make an informed decision.

So, next time you're presented with something obvious, don't be afraid to question it! 

Are you thinking about updating your BA toolkit? AssistKD offers a wide choice of business analysis training courses.