Love the problem, not the solution!

Figure 1. Totogi Prototype
Figure 2. Hype Cycle

Learning to love the problem

  1. Take the time to fully understand your customer’s needs
    Many methodologies start with an empathize or define stage. It might sound silly or nonsense, but I could tell is one of the most important phases when innovating. This is the opportunity to identify the perfect spot to plant the seed needed to grow a tree.
  2. Be open and make the most from all the insights you get
    Try to have as many touch points as possible with your client. Learn to hear important information you could get to enhance your idea while pairing it with the guidance to solve the problem. Don’t be afraid to iterate.
  3. Link the potential value proposition with its effect on the problem
    Customers are the one who need to perceive the value in your product or service. At the end of the day, THEY are the ones who will buy and consume it. You can achieve this while deepening in the problem. Answers will start to pop and it will become easier to develop a differentiated solution.

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