Putting the solution cart before the innovation horse

Innovation should be the result of understanding customer needs and discovering potential solutions, not the validation of preconceived selections. Many companies are choosing technologies or solutions without proper research and using innovation as a way to justify their decisions. This approach not only leads to poor outcomes but undermines the true potential of innovation. By skipping necessary discovery work and taking shortcuts, teams and managers are missing out on important insights and failing to provide the benefits that customers and the firm want. By beginning with the end in mind and committing to the act of discovery, companies can achieve innovation outcomes that meet or exceed customer expectations.