What's the problem?: 68% undercredited 11th graders?
Why is that a problem?: We're supposed to graduate kids in 4 years...so says society.
What about this is of most concern to us?: Eventually we'll be labeled a failure, loss of freedom = constraints on our capacity to work.
[I would like to dig deeper than this. What are we working on that we believe in so much that constraints would be a problem OR are we just concerned for personal freedom regardless of results?]
If these were symptoms of some disease, what would the disease be called?: Arrogance.
[This doesn't resonate with me. I think it's something like "fear" ].
Imagine there were a solution...what would it have to do to affect [the disease]?
We said, "the solution would have to help us see that our arrogance was getting in the way of student's learning and that external constraints were not a problem." It's US not THEM.
After Birdsell's presentation we were pushed to come up with a message that would forward the solution. We had "one kid at a time" and "In 4 years." [I'm not sure about either and would like to keep looking].
We need a message that addresses the disease (assuming proper identification of disease), causes actions / behaviors different than what we have been doing, and provides the lift we need. Think about how it affects decision rules. Think about how it can be implemented in any situation. What does the audience believe that makes them favorable towards this message? What does the audience believe that makes them unfavorable?
Martin Van Buren and Chester Arthur were the missing presidents.