Most failed innovations solve a problem nobody had. In this lesson you will learn to frame the problem first, then find ideas.
Write the problem in one sentence
A good problem sentence answers three questions.
1Who has it?
For example: parents renewing a child's ID.
2When?
For example: when they must visit a centre in working hours.
3What does it cost them?
For example: half a day off work.
Quick check
Which is a well-framed problem?
Show the answer
New businesses wait 10 days for a permit and lose bookings. It says who has the problem, when, and what it costs them. "We need an app" is a solution, not a problem.
Then collect many ideas
Ask many people for ideas, including customers and junior staff.
Quantity first
No judging while ideas are collected
Pick the best only after you have many
Leana's tip
Before any idea session, read the problem sentence aloud and pin it on the wall. Every idea must answer it, which keeps the session focused.
