The questions we ask ourselves at the idea generation stage of design play a critical role in the nature of the ideas generated. Bold questions beget bold ideas; and incrementalism begins in the same way. In this talk we will look at how problem framing and reframing can impact the ideas teams generate, and how problem statements can be ‘tuned’ to better deliver feasible concepts within your organisation. We’ll look at some recent examples from our work at Meld Studios as well as some well-known case studies from around the world.