I've dealt with many brands through the years that had interesting ideas and products and yet couldn't imagine why people weren't beating down their doors to get to those amazing ideas.

It's pretty easy to get laser-focused on creating things. Thinkhaus Idea Factory does plenty of innovation and strategy workshops to help companies develop new ideas to take to market. In some ways, this is where better mousetraps are born. But those mousetraps need to be grounded in something more than personal preference.

Before launching your next big idea, your better mousetrap, ask yourself: Does your audience even realize they have a mouse problem?

Here's a simple way to approach the issue:
1. Start by gathering consumer insights to drive innovation. This doesn't have to be some exhaustive study. It can be some simple engagements where the team turns observations into actionable insights that the innovation team can leverage for better ideas. Consumers are lousy at telling you what product they need.

The average house is filled with products people love today but would have never asked for prior to invention. No consumer said they needed a microwave oven before they were introduced to microwave ovens. People didn't ask for refrigerators, televisions, dishwashers, or even lightbulbs, either. The insights around convenience are what led to the breakthrough ideas.

This is why I make the distinction between observations and insights. You could observe someone washing dishes by hand. That's a task getting done. The insights come from the dishwasher's frustration with the soap, sponge, scrub brush, volume of dishes, dirty water, and more. From those insights, you can create solutions that will have an audience.

2. Check out the marketplace in the areas you're considering. What are you going to be competing against? For blue ocean strategies, you're looking for holes you can fill where there are no competitors.

3. Ideate freely.

4. Engage with your target audience to validate your concept and make necessary refinements.

5. Refine, iterate, and keep checking.

6. Solve the mouse problem.

Need help with your better mousetrap? Let's talk.