Defining the Problem Before Buying the Solution

In the realm of higher education, the allure of technological innovation can often obscure a more fundamental concern: understanding what problem institutions are attempting to solve. As colleges and universities continue to grapple with the complexities of digital transformation, a growing number of experts are urging leaders to adopt a more nuanced approach – one that prioritizes problem-solving over platform procurement.

Swim Digital Group, a leading consulting firm in the higher education sector, is at the forefront of this trend. In a recent statement, CEO Trimeka Benjamin emphasized the need for institutions to pause and reflect on their goals before investing in new technologies. "In almost every technology conversation, the first question is, 'What platform should we buy?'" she noted. "Before comparing vendors or scheduling product demonstrations, institutions should pause and ask a different question: 'What problem are we trying to solve?' When institutions answer that first, technology decisions become much clearer."

This approach may seem counterintuitive in an era where AI-driven solutions and cutting-edge CRM platforms can seemingly revolutionize the way colleges operate. However, Swim's experts argue that the key to successful digital transformation lies not in the technology itself, but rather in the institution's ability to define its goals and articulate its problems.

Over the years, Swim has worked with numerous higher education institutions to implement effective CRM strategies, streamline operations, and enhance student engagement. Through this work, they have identified a recurring pattern: that technology is most effective when institutions are clear about what problem it needs to solve, how the work should happen, and how people will use it.

"In many cases, the problem isn't the software itself," Benjamin observed. "It's communication that isn't coordinated across departments, enrollment processes without clear ownership, or teams working from different definitions of success. When those challenges exist, replacing a CRM rarely resolves the underlying issue because the technology was never the primary obstacle."

This insight is particularly relevant in an era where AI-driven solutions are increasingly becoming the norm. While these technologies can undoubtedly enhance operational efficiency and support data-driven decision-making, they cannot define what problems need to be solved or how institutions should approach their goals.

"AI is creating incredible possibilities for higher education," Benjamin noted. "But it doesn't replace the work of understanding how things operate today. Institutions still have to look at their processes, decide who owns what, and understand where students are experiencing friction. AI can support that work, but it can't make those decisions for you."

In light of these findings, Swim is urging institutions to adopt a more problem-centric approach to digital transformation. Rather than focusing solely on the latest technological innovations or vendor offerings, they should instead begin by asking themselves fundamental questions about their goals and objectives.

"What are we trying to make easier or better for students?" Benjamin posed. "Where are students encountering unnecessary barriers? Are departments working toward the same goals? Which processes are creating unnecessary work for staff? How will we know whether a change is actually working?"

By focusing on these questions, institutions can gain a deeper understanding of their needs and challenges – and thus develop more effective strategies for leveraging technology to drive meaningful change.

As the pace of technological innovation continues to accelerate in higher education, one thing is clear: the key to successful digital transformation lies not in the technology itself, but rather in the institution's ability to define its goals and articulate its problems. By adopting a problem-centric approach, institutions can unlock new possibilities for student success – and create a brighter future for themselves.