Customers don’t care about solutions. They care about their problems. Problems, not solutions create spaces for innovation.

The Innovator's bias

Invention vs Innovation

While it’s perfectly ok to start anywhere during idea generation, idea validation has a specific order. In order to ultimately build what customers want, you need to simultaneously tackle three facets.

The Innovation Trinity

Note: not all problems are created equal. You need to ensure you have a problem worth solving - one that addresses a monetizable customer pain point.