Any work that you’re doing with the public has to start with defining the problem or challenge that you’re trying to solve. This means that there needs to be a common, agreed upon understanding and belief among everyone that a problem exists in the first place, and exactly what that problem is before anyone, including your internal stakeholders, is going to get excited about helping you solve it. People aren’t going to want to participate or help you solve a problem they don’t believe exists. Think climate change deniers.