I have a problem or my customer has a problem

If you think you’ve identified a problem, that’s great – you’ve identified a fantastic opportunity for innovation! It might be that you’re pretty sure of what the problem for you or your customer is, or you might just have an inkling. Either way, it’s worth sense-checking that you’ve honed in on the right thing by considering the full range of customer needs that might exist (interestingly, you can be your own customer!).