Innovation and Creativity are Different

Innovation and creativity are different. Innovation brings the target customers’ unmet needs and the company’s solution capabilities into the same room. Creativity then makes connections and generates winning ideas.

Unless your innovation process discovers and ranks target customers’ unmet needs and then brings good solution capabilities to bear upon them, your team’s creativity will be thwarted.

Maybe your problem isn’t a lack of creativity at all? Perhaps you just need to discover your target customers’ important unsatisfied needs to gain focus? In truth, the best creativity trigger is a well-defined customer need.

Reveal needs. Create value. Drive growth.