What does the iceberg concept reveal?
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Great problem solvers spend more time understanding the problem than they do brainstorming solutions. The solution is evident if you truly understand the problem. The real problem. The iceberg model is a systems thinking tool that can be used to uncover the patterns, structures, and mental models that trigger problematic events. Show What’s the real problem?
How do you determine “What’s the problem?” We know that approximately 90% of an iceberg is underwater. Also, the width of an iceberg is nearly 30% larger than what you can see on the surface. The 90% of the iceberg that exists underwater is what creates the behavior seen by the 10% that exists above the surface. You can apply the same logic to problem-solving. We are often alerted to a problem by a surface level event or experience. Creating solutions based on a single event may create a temporary fix, but will often result in a repeat of the problem. The Iceberg Model is a four-step approach to evaluating a problem. Your ultimate goal is to identify the root causes, underlying structures and mental models that trigger problematic events.
Addressing the issues that occur below the surface (structures, systems, mental models) will get you closer to discovering the real problem and to identifying long-term, sustainable solutions. Sign Up for Our NewslettersJoin our community of bigThinkers! Subscribe to learn, share and receive resources to apply to wicked problems. By checking this box, you confirm that you have read and are agreeing to our terms of use regarding the storage of the data submitted through this form. The Iceberg Principle or Iceberg Theory is a theory that suggests that we cannot see or detect most of a situation’s data. The theory, which we also call the ‘Theory of Omission‘ or ‘Iceberg Model,’ applies to systems and problems too. As with an iceberg, only its tip is visible, while the bulk of it is below the water’s surface, i.e., invisible. The Titanic sank because of damage that came from below the waterline, i.e., damage the crew could not see. The Titanic was a British passenger liner that collided with an iceberg in 1912 and sank. Of the estimated 2,224 humans on board, more than 1,500 lost their lives. Monash University in Australia has the following definition of the Iceberg Principle: “A theory that suggests that aggregated data can hide information that is important for the proper evaluation of a situation.” Iceberg Principle – content marketingContent marketing focuses on creating, publishing, and distributing content for an online audience. The content marketer carefully selects the audience. For content marketers, what is going on below the surface is just as important as what the content is saying outright. In fact, what is going on underneath may be even more important. In content marketing, the Iceberg Principle is very relevant. Therefore, while most marketers are creating more content each year, it is not enough to be simply creating content. The marketer must create compelling content. Most of an iceberg’s bulk is below the water’s surface. Similarly, producing compelling content must demonstrate the organization’s content marketing strategy, targets, and goals. If a firm combines all of its goals and objectives into one plan, it has a marketing strategy. Let’s apply the Iceberg Principle to content marketing and imagine a giant iceberg floating in the ocean. What we see above the water is what the online audience sees. However, a lot is going on below the water’s surface. Below the surface, the marketer is trying to understand customer needs and is gathering customer feedback data (if applicable). The marketer is also providing answers to questions and showing the value of the product or service. Look at the image below. Iceberg Principle – Ernest HemingwayThe Iceberg Theory is also a style of writing that American writer Ernest Hemingway coined. When Hemingway wrote, he focused on surface elements, i.e., he did not discuss underlying themes. He believed that the deeper meaning in a story should never be evident on the surface. Hemingway said that the deeper meaning should be implicit. Some authors believe that Hemingway used that style so that he could distance himself from his characters. Hemingway was a journalist. Journalists do not usually have time to dig deeply into a theme. Their ‘iceberg’ style sometimes prevails when they become authors of novels. Look at the writing styles of Mark Twain, Willa Cather, Sinclair, Lewis, and Stephen Crane. They were also journalist before they started writing books. Video – How the Iceberg Principle relates to video productionIn this video, Jay Miller talks about the Iceberg Principle and how it relates to video production. Why is it that some videos get lots of views when they go online and others don’t? According to Miller, if you ignore what goes on below the surface, your video is less likely to succeed. What does the iceberg concept of culture reveal?In 1976, Edward T. Hall suggested that culture was similar to an iceberg. He proposed that culture has two components and that only about 10% of culture (external or surface culture) is easily visible; the majority, or 90%, of culture (internal or deep culture) is hidden below the surface.
What is the purpose of the iceberg theory?The Iceberg Technique was invented by Hemingway because he wanted his stories to be engaging and immersive. As a writer you should know the entire story (the whole iceberg so to say). You show your reader what's there on the surface.
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