When you ask us to solve a problem, we will solve the problem but our solutions will be very problem-based, focused on the problem and very narrow. But if you ask us to reach a goal then a whole bunch of avenues of thinking now open to us. Better solutions are going to be created when we are open to more ideas so goal-oriented thinking is more powerful than problem-oriented thinking.
First we need to understand the problem our members are dealing with. Then we need to reframe the problem into a goal to unshackle our thinking giving us the best chance to solve the problem in the way our members need it solved.
If you want to see this in action conduct two brainstorm sessions. One focused on solving a problem. Another focused on reaching a goal. The goal focused group will have more ideas and, as an additional benefit, be happier about the experience.