SEPTEMBER 19, 2015 / CARTERANDDAVID
This is from a piece Co-Authored by David Schonthal and Bob Moesta, CEO of the Rewired Group (Originally published as a contribution Dave Kerpen’s column Inc Magazine)
Pretty nice thought process..read the full article
Successful innovative products and technologies start by focusing on the consumers’ problems to be solved. What do consumers really want to do? What are they trying to do but cannot? What are the trade offs they are willing to make to achieve better outcomes?
The solutions target consumers’ functional, social, and emotional needs and, even more important, their desired outcomes. Think Maslow’s Hierarchy, with its tiers of psychological, safety, love, esteem, and self-actualization needs. The further a product‘s benefits extend up that pyramid the better chance the company will tap into massive pent-up consumer demand for innovation…
…..The key is to frame the forces of progress (function, social, and emotional) that cause people to make progress in their lives. As the “Forces Diagram” (below) illustrates, the push of the situation and the pull of a new idea are weighed against the habit of current practice and the anxiety of adopting a new solution. Progress only happened when the push and pull are greater than the anxiety and habit.