Deliberate Innovation and Authentic Demand

Deliberate innovation involves identifying and meeting authentic demand in the market. The key is to find situations where not buying a product is not okay for customers. This goes beyond focusing on large problems or pain points, as the size of the problem is not the determining factor. The goal is to discover what restrains customers from achieving their desired outcome and provide a solution that removes that restraint. It is essential to understand customers' lives and uncover what it is that they really need and cannot do without. Additionally, seeking situations where customers are already impelled to act and offering a solution that aligns with their goals is crucial for successful innovation.