The Heart of Innovation

Innovators must discover “authentic demand.”

Innovators often encounter the unique challenge of stasis within a cycle of action. In an interview, songwriter Paul Simon discussed a creative block he faced while writing “Bridge over Troubled Water”: He pieced together the idea for the song but then became “stuck.” This block wasn’t due to a lack of effort or ideas. The problem was that every direction he tried to take led him to an outcome he didn’t like. Simon’s issue mirrors a common innovation scenario in which individuals or teams engage in seemingly productive activities but fail to progress toward the ultimate goal: a finished innovation.

Becoming unstuck requires discovering “authentic demand.” Authentic demand refers to more than finding out what potential customers want. People want many things that they don’t purchase. It involves offering the customer something to which they can’t feel indifferent – to ignore the innovation would seem like a violation of some core norm. In such situations, people find themselves using a product or service as a regular part of their daily lives. The shift to using that product or...