Six steps from a hunch to an idea worth testing.

Identify

Tell a high-quality problem from a low-quality one before you fall for a solution.

1. What problem is behind this, stated without any solution in it?
2. Is it a migraine or a mosquito bite for the person who has it?
3. Are people already paying for a bad fix?

Discover

Go looking for problems where they live, instead of waiting for one to arrive.

1. What do you know better than most people?
2. What annoyed you this week, twice?
3. What do you do every week that is harder than it should be?

Your expertiseYour passionsDaily frustrationsPlaces you have beenThings you do every weekWhere things are heading

Enhance

Take something that already exists and add the novelty that makes it worth switching to.

1. What already works that could be ten times better?
2. Who else would win if this existed: customer, partner, us?
3. What business model would make this obvious?

Add noveltyValue for allNew business modelRide another innovationReimagine it

Anticipate

Use change to see the opportunity before it is obvious to everyone else.

1. Who is the customer going to be in five years?
2. What just became cheap, easy or possible?
3. What rule, law or platform policy is about to change?

Social and demographicTechnologicalPolitical and regulatoryIndustry structure

Target

Find the customer who needs this most, and learn what else they need.

1. Who has this problem worst, by name if you can?
2. Why would they buy it from us and not someone else?
3. Where could you go and watch them have the problem?

Evaluate

Score honestly, narrow to three, and make each one defend itself.

1. Which of these would you still be excited about in a year?
2. What is the strongest reason each one fails?
3. What is the cheapest thing you could do this week to find out?