Abstract
Although professionals frequently neglect problem-setting because of their preoccupation with problem-solving, there are serious consequences of doing so. The products of problem-setting (missions, goals, objectives) are central to the process of professionalization and determine the extent to which a profession's activity is dynamic, not static. Problem-setting proceeds by the complementary processes of framing and naming. It involves the competing values of individuals and groups and results in a form of social editing. Professionals should become more reflective and reflexive in their approaches to problem-setting, while rejecting the assumption that today's problems are necessarily tomorrow's.