The Four Lenses of Innovation: A Power Tool for Creative Thinking

LESSONSTO TAKE AWAY

Innovators look at things from the customer’s perspective. (They uncover unsolved problems, common frustrations, and unvoiced needs, then design solutions from the customer backward.)

Make the customer your starting point for idea generation. (Try to emulate P&G’s attitude that “The Consumer Is Boss.” Develop a deeper understanding of your customers’ needs through listening, observing, and interacting.)

Customers don’t always know what they want. (Market research, customer questionnaires, and focus groups will only get you so far. Immerse yourself in the customers’ environment and try to make their needs, frustrations, and feelings your own.)

Ask yourself what’s wrong with it. (Think about the annoyances or inconveniences your customers might be experiencing with your products and services. Identify the “pain points” and look for ways to solve them.)

Focus on particular customer groups. (Try to understand the special needs of certain market segments, demographic groups, or even individuals. Put yourself in their shoes and show empathy for their situation.)

Innovate for local needs and tastes. (What works well in your home market might flop in another geography. Dig deep to identify local requirements and preferences, then use these insights to rethink, redesign, or tailor your offerings.)

Match what is possible with what is needed. (Work hard to innovate ...