Creating Something Clearly Defined
Once your killer Insight is defined with clarity, you can begin creating Ideas to meet the needs of your customers. You must be creating something that a clearly defined, emotionally charged part of the market wants, and, indeed, has been clamoring for. Without a specific target to aim for, your odds of success are only slightly better than winning the lottery. Ideas solve for the tension and pinpoint the need. Your Ideas should be measurable and generated against objective criteria in order to make smart decisions about which ones to go forward with and fund. Otherwise, whoever has the biggest title in the room will automatically have her idea carry the day or worse, there will be complete paralysis – meaning lots of ideas but no way of deciding which one is best. This is the result of a broken innovation process.