How to Create Relevant Innovation

1. Solve a longstanding, annoying, everyday problem
2. Provide unexpected delight
3. Make & KEEP a bold promise

So, how to identify specific inspiration and ideas?

Anchor your thinking around specific topics that might actually yield an idea your customer will value.

Begin with a blistering critique of your ... industry, or category, or segment, or product.

1. What does the customer?complain about, again and again
2. How does the customer?think they always lose
3. How do customers feel?neglected, overlooked, under-valued
4. How are brands?exploiting customer?(price, value, UX)
5. How is it Out-of-step?with winning trends, cultural shifts in another category with applicable characteristics

Relevant and winning innovation is not magic, nor is it reliant on some creative gene only bestowed upon a select few. It requires the willingness to think, re-think and grind as much as anything else.

O.D.O.o.O.D.B. ?

H/T #TimManners, #BillTaylor