Of all stages of the lifecycle of a software product, innovation is the one that uses to present the greatest amount of questions. But what is innovation? How to find a problem to be solved? How to find out if this problem is, in fact, an opportunity to be looked for? And how to obtain a return with your software product?

These are the themes that I’ll approach in the next pages.

Innovation is a very common term, but if you ask different people about it, each one will give you a different definition. Some will define it by focusing on creativity, that is, they will say that innovation is something creative, something that didn’t exist before, something different from what you find usually.

There are many products, not only software, that are very creative. There are stores specialized in these creative products. In the United States, a very well-known store of creative products is Sharper Image.

Without a doubt, this portable air conditioner from Sharper Image is a very creative product.

Another company that sells creative products is SkyMall. The company distributes a catalog full of different and creative products on local flights in the United States.

However, are these products really innovative? How many people do you know that really need a portable air conditioner? Does it solve a problem or need of a group of people?

Besides people that associate innovation to creativity, others understand innovation as being the latest technology. Quantic computer, wireless electricity transmission, genome editing, virtual reality, augmented reality, nanotechnology and the internet of things are some examples of the latest technologies.

Whereas, once again, I have the same question: Are these really innovations? How many people need these technologies? Do they solve some problem or need of a group of people?

Defining innovation: Innovating is not just simply being creative or knowing the latest technology. It is necessary to know the available technologies and how to use them to solve a problem or serve a need of a group of people, this has the potential of really producing innovation.

This definition makes clear that innovation – and we can consider creating a new digital product as innovation – should start by discovering and understanding the problems and needs of a group of people.

But how can we do this? Do clients know what they want?

Of course clients know what they want!

“Clients don’t know what they want.” Unfortunately, It’s common to hear such a sentence in conversation about products and clients. At a certain point, someone will utter the famous quote from Henry Ford, the automobile inventor:

“If I had asked people what they wanted, they would have said faster horses.” – Henry Ford

Steve Jobs, Apple’s eternal CEO, enjoyed repeating this sentence to exhaustion.

Nevertheless, I disagree. Clients do know what they want. They want a solution for their problems. That’s where Henry Ford, Steve Jobs and us, mere mortals, come in, willing to develop products to solve these problems.

The first steps to creating a good product are:

• To realize that there are people with a problem or need to be solved;
• Understand very well what this problem or need is;
• Understand what motivates people to want this problem or need solved.

When you talk to people with problems or needs, some will even say that this problem could be solved like this or that; however, in this initial moment, the priority is to find out if there really is a necessity to be solved. You must decouple the problem from the suggestion of solution your interlocutor is trying to give.

People used to take a long time to move. This was the problem to be solved at Henry Ford’s time. No matter how.

It could be more horses in front of the carts, it could be horses trained to walk on rollerblades, it could be using genetically modified horses that would ride faster, it could be the invention of the car, the invention of the airplane, even the invention of tele-transportation.

The specific solution for the problem didn’t matter, as long as it was solved. Many people probably gave solutions, like the fastest horses from Henry Ford’s quote, but this is just a suggestion. The problem to be solved is that people spent too much time moving from one place to another. The problem was not that they wanted to move faster. That’s already part of the solution.

In the next chapters, we will approach some techniques that will help us to find out and understand the problems or needs.

Digital Product Management Books

Do you work with digital products? Do you want to know more about how to manage a digital product to increase its chances of success, solve its user’s problems and achieve the company objectives? Check out my Digital Product Management bundle with my 3 books where I share what I learned during my 30+ years of experience in creating and managing digital products:

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• Leading Product Development: The art and science of managing product teams

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