The fourth question to ask yourself is: How well do you know your consumer?
The success of your innovation depends entirely on how well you can convince people to change their existing behaviour and use your solution.
We live in an age where products, or “solutions to problems” are abundant, so for your innovation to succeed it needs to cut through the noise. Which means being tightly defined, targeted and executed.
How clear are you on the consumer problem you are solving? Do you know enough about the people you are solving it for and their real world aspirations and concerns. It’s crucial to get into their heads and keep challenging yourself until you find real and differentiating insights.
And, by the way, these insights can come from anywhere, expect to look in a whole host of different places and sources. For example, those who reject your product can teach you just as much as your most passionate fans.
The more you understand your potential consumers, the better you can tailor your innovation to meet their needs and expectations and change their behaviour.
Join us next time as we explore the fifth question in the series: How tightly defined is your brief?
