The Innovation Mindset

1. Innovation Starts with Problem Identification

The Innovation Mindset emanates from a problem-solving culture coupled with personal curiosity, passion, and natural talents.

Inquiry-based approach. The foundation of innovation lies in identifying and understanding a problem thoroughly before attempting to solve it. This involves experiential inquiry, putting yourself in the problem's environment to understand its impact.

Constraints improve problem solving. Constraints, like those imposed by COVID-19, can spur innovation by forcing creative solutions. For example, the pandemic led to rapid advancements in vaccine development, telehealth, and remote work technologies.

Ask better questions. Effective problem identification involves asking specific questions:

• When and where was the problem first observed?
• What is its level of recurrence?
• What is the need? How significant is the problem?
• What are your assumptions about the problem?
• Can you deconstruct the problem?
• Can you verify that the problem is real and worth solving?

2. Generate Multiple Ideas for Optimal Solutions

One great innovation starts with at least three good ideas.

Creative process. Generating new ideas requires a system, not just waiting for inspiration. Methods like Big Idea vignettes, storyboards, and user experience roadmaps can help teams explore multiple solutions.

Brainstorming rules. Effective brainstorming involves:

• Thinking visually
• Deferring judgment
• Going for quantity
• Having one conversation at a time
• Staying focused on the topic

Evaluating solutions. Narrowing down to three solutions ensures variety for testing without overwhelming the process. This approach balances creativity with practicality.

3. Minimum Viable Product (MVP) for Efficient Testing

An MVP turns an idea into something real in order to begin the process of iterating and retesting.

MVP defined. A Minimum Viable Product (MVP) is a version of a new product with just enough features to be usable by early customers who can then provide feedback for future product development. It's about creating a two-way street between the customer and the innovator.

Benefits of an MVP:

• Gets the product into customers' hands quickly
• Generates maximum customer learning in the shortest time
• Focuses on a small set of features, reducing costs

Types of MVPs:

• Fast-cycle sketch tests
• Front-door tests
• Back-end tests
• End-to-end tests
• Dry wallet
• Judo
• Analog/retro
• Pop-up shop

4. Customer Validation: The Law of One Hundred

One hundred customers can’t be wrong.

Customer research is key. Customer research is about deeply understanding your customers' pain points, unmet needs, aspirations, and dreams. It's about becoming your customer.

Why one hundred? Interviewing one hundred customers ensures a statistically significant sample, a mix of perspectives, and verification of results. It also forces the innovator to engage deeply with the target market.

Voice of the Customer (VOC) questions:

• Who is the customer, and what work do they do?
• What is the current state of the customer’s business?
• What is the customer’s pain point(s)?
• Just how big is the problem?
• What solutions have they tried, and what were the results?
• What does the customer think about your solution?

5. Pivoting: Adaptability is Key to Success

Be ready to Pivot at any Point in the Process!

Pivoting defined. A pivot is a change in strategy without a change in vision. It's about adapting to new information and market conditions.

Reasons for pivoting:

• Customers aren’t buying your product
• Competitors are gaining market share
• Financial forecasts are underperforming
• Channel partners aren’t engaged
• External constraints are challenging the business

Successful pivoting. Successful pivots involve:

• Clearly defining the reason for the pivot
• Communicating the change effectively
• Staying true to the new plan

6. Business Model and Plan: Charting the Course

A successful innovation flows from a sound business model and plan. Write it down.

Business plan vs. business model. A business plan is a written description of the future of a business, while a business model is a business's rationale and plan for making a profit. Both are essential.

Key components of a business plan:

• Executive summary
• Market analysis
• Competitive assessment
• Financial projections
• Management team

Common business plan mistakes:

• Forgetting that cash is king
• Skipping problem/solution validation
• Making incomplete plans
• Conducting inadequate research
• Having unrealistic assumptions
• Neglecting to address risk
• Overlooking competition

7. De-Risking Your Business Model

Take the steps needed to de-risk your business model.

Risk vs. uncertainty. Uncertainty is the potential for problems with unclear outcomes, while risk is the potential for problems that can be assessed and planned for.

Types of business risk:

• Uncontrollable (external events)
• Strategic (new markets, partnerships)
• Manageable (technical, operational, market, financial)
• Reputation (ethical and brand considerations)

Risk assessment matrix. A risk assessment matrix helps prioritize risks, plan mitigation strategies, and visually convey potential threats. It involves assessing the probability and severity of potential events.

8. The Perfect Pitch: Persuasion is Paramount

There is no innovation without persuasion. So, your pitch must be perfect!

The pitch is key. A perfect pitch is essential for securing funding and support for your innovation. It's about communicating your business idea clearly and compellingly.

Keys to a powerful pitch:

• Start with a clear, well-organized vision
• Show investors a return on their investment
• Tell your story in fifteen to twenty minutes

The all-star pitch deck:

• Problem and market
• Solution
• Technology
• Customer and market research
• Competition
• Strategy road map
• Sales plan
• Team
• Financial forecast
• Summary

9. Execution: Building the Right Team and Systems

Make problem solving a way of thinking, and reward it when you see it.

Team is critical. Successful implementation requires the right team with the skills and experience to execute the plan. This may involve hiring senior leaders with broad experience or outsourcing specific functions.

Management systems. A management system includes:

• Project management standards
• Customer relationship management (CRM)
• Knowledge management
• IT infrastructure

Compensation. Compensation should be competitive but also aligned with the company's stage and financial goals. Equity can be a powerful incentive, but it should be balanced with a fair salary.

10. Exit Strategy: Start with the End in Mind

Strike failure from your lexicon and replace it with pivot.

Harvest goals. A harvest goal is an opportunity for the founder to extract value from the company. It provides focus for the venture.

Types of exits:

• Capital cow
• Merger or acquisition (M&A)
• Public offering (IPO)
• Management buyout
• Sale

Valuations. Valuations are part science, part benchmarking, and part art. They are influenced by trends, intuition, and emotions.

11. Women Innovators: Unique Challenges and Opportunities

Women can lead that change.

Challenges for women innovators:

• Underrepresentation in STEM
• Gender wage gap
• Difficulty securing funding
• Societal stereotypes

How women innovators can leverage the current environment:

• Emphasize social impact
• Tap into women-focused angel networks
• Participate in innovation accelerator programs
• Get involved in STEM initiatives

What leaders can do to encourage more women entrepreneurs and innovators:

• Hold VCs accountable for diversity
• Encourage women to think big
• Create an environment that encourages women in STEM

Last updated: April 8, 2025