Updated: October 12, 2022
Ask ACE
Ask ACE: How can we test our assumptions before innovating new products?
By Deb Mills-Scofield, Finding Blue Lobsters, Brown University
Q: I worry that my business will fall into the trap of designing innovative products in response to problems we assume are waiting to be solved. How can we test those assumptions first?
ACE advises: What is innovation? One definition is a new, unique, meaningful solution(s) to a problem. What is our default, instinctual response when we see a problem? What was the first thing you did the last time you were faced with a problem at work — be it internal or customer-facing?
When faced with a problem, we tend to immediately rush to figuring out solutions, with our tacit, subconscious assumptions of the situation, people, etc. influencing our perspective. We start solving before even trying to discover the constraints and context around the problem, in fact sometimes before even discovering if there really is a problem for those involved.
For innovation to succeed, try developing a “rush to discover” mindset. Get out of the office and rush to learn as much as you can, as fast and thoroughly as you can to understand the problem. Who is it a problem for? Why is it a problem for them? When is it a problem for them? What current solutions or workarounds are they using?
Gain a deep understanding of the problem and the landscape around it. Watch your intended customers before, during and after they are dealing with the problem. Then, you can identify the make-or-break hypotheses to test as you iteratively prototype solutions for feedback from your intended customers, consumers, users,
Rushing to discover need not take a long time — but it needs to be based on our objective understanding of the problem from the perspective of the customer, not us! With this understanding, you can create a compelling, valuable solution that meets, even exceeds, needs, solving real problems in real ways.
Interested in Innovation? Register for ACE’s May 22 program, Innovation with Bernard Hidier, presented in partnership with the Portland Regional Chamber, bit.ly/3BvR6Sc.
Deb Mills-Scofield of Finding Blue Lobsters helps companies see what is possible and implement plans to achieve it. She is co-creator of Brown University’s cognitive science concentration and is currently Brown’s Mentoring Maven, member of the School of Engineering’s advisory council, adjunct lecturer and advisor to many programs. Deb can be reached at DMS@findingbluelobsters.com.
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