Iterate the matrix when solutions appear insufficient
If all combinations seem mediocre, the dimensions may be wrong — reframe them before generating more.
Key takeaways
- What it is: If all combinations seem mediocre, the dimensions may be wrong — reframe them before generating more.
- Why it works: A matrix built on the wrong dimensions produces a large number of variations on a bad idea. The value of the morphological method is dimension quality, not combinatorial quantity. When no combination in a well-filtered matrix seems adequate, this is diagnostic: the problem itself has been framed too narrowly, or the dimensions are capturing features rather than the underlying decision variables. Iterating the dimensions — not the values — is the appropriate response.
- Evidence: Plausible mechanism, limited direct outcome data.
- Avoid: Adding more values to existing dimensions when solutions seem inadequate, rather than questioning whether the dimensions are right — quantity of combinations does not rescue a poorly framed problem.
Why it works
A matrix built on the wrong dimensions produces a large number of variations on a bad idea. The value of the morphological method is dimension quality, not combinatorial quantity. When no combination in a well-filtered matrix seems adequate, this is diagnostic: the problem itself has been framed too narrowly, or the dimensions are capturing features rather than the underlying decision variables. Iterating the dimensions — not the values — is the appropriate response.
How to do it
- 1After evaluating all promising combinations, ask: "Is the problem we defined in the matrix actually the right problem to solve?"
- 2Identify whether any dimension is actually the solution to an unexamined upstream problem — and map that upstream problem instead.
- 3Rebuild the matrix with the reframed problem and repeat; the second matrix typically produces substantially different solution candidates.
What the evidence says
MechanisticProblem framing is well established as a critical determinant of solution quality: the solution space is bounded by the problem frame. Iterative reframing is a core principle in design thinking and complex problem-solving research.
Honest caveat: The principle is well-grounded in design research; the specific application to morphological matrix iteration is methodological advice rather than an independently trialed practice.
- — Dorst (2011), the core of design thinking and its application, Design Studies
Common mistake
Adding more values to existing dimensions when solutions seem inadequate, rather than questioning whether the dimensions are right — quantity of combinations does not rescue a poorly framed problem.
IX Coach prompts a dimension-review conversation when a completed matrix produces no compelling candidates, facilitating a reframe of the problem rather than just a re-run of the same structure.
Practice this with IX Coach →