What is innovation and how to do it – a series of tips and ideas

Innovation is another of those commonly used words, like growth and scaling, which we all use regularly without really knowing what it means to truly innovate, and much less where to begin and how to start. My aim over the next few weeks is to share some tips and ideas that I’ve learned over 3 decades in business in understanding the difference between innovation that drives change and a simple idea that makes a difference.

Innovation doesn’t have to be world changing but it does have to drive lasting change, whether that’s in your organisation, your market or your community. I think lasting change is the key. Does the lasting change you are creating benefit people in some way through a new product or service or working practice, does it benefit the environment by saving valuable natural resources. Is the change you are driving going to make a difference that persists beyond any self-serving short-term goal?

Let’s begin to break innovation down into some of the key steps that will help you to create lasting change for you, your organisation and your community. First start by solving the right problem.

Solve the right problem Innovation begins with solving the right problem. This might seem obvious, but it’s remarkable how often we chase solutions to the wrong problems. The key to successful innovation lies in identifying a real, meaningful problem that needs solving.

Consider the rapid development of COVID-19 vaccines. When the pandemic struck, researchers didn’t simply ask, “How do we make a vaccine?” Instead, they dissected the broader challenge: Why does vaccine development typically take years? Could the process be accelerated without compromising safety? By breaking the problem into parts; testing, approval, manufacturing, and distribution, and by focussing specialists there, they were able to achieve what previously seemed impossible.

This method of breaking down problems is not only essential for large-scale innovation but also for tackling everyday challenges in any field.

Ask better questions To apply this principle, focus on asking better questions. It’s easy to jump to conclusions and propose solutions prematurely, but the real power lies in understanding the problem thoroughly. Here’s where the 5 why’s technique, inspired by Jim Rohn, can be really helpful.

Imagine your team is struggling with poor client retention. Why? Clients aren’t finding value in the service. Why? They don’t fully understand its benefits. Why? Our onboarding materials are unclear. Why? They were created without customer feedback. Why? We didn’t prioritise customer insights.

By continuing to ask “why,” you peel back layers until the root cause is exposed. Only then can you create solutions that address the problem at its core.

Reframing and deconstruction A technique I’ve found really useful is reframing the problem. A few years ago, I encountered a process that simply wasn’t working. After months of frustration, a colleague asked, “What would success look like if this were working perfectly?” That simple question changed everything. Instead of patching up a broken system, we reimagined it from the ground up, designing a solution that aligned with the team’s needs.

This is similar to Elon Musk’s “first principles” thinking. Strip a problem down to its most basic components and challenge every assumption. What remains is a clear foundation to build on.

Innovation doesn’t always have to mean groundbreaking discoveries. Small, incremental improvements can have an outsized impact. In this instance, a minor change to our team’s workflow sparked by casual conversations about daily frustrations saved us hours of effort each week.

Stay curious Successful problem-solving often comes down to curiosity and observation. Keep a notebook or a digital tool handy to jot down questions, ideas, and challenges as they arise. Sketch diagrams or create lists to add clarity and dimension to your observations.

Above all, engage with those around you. Ask questions from different perspectives, explore analogies from unrelated fields, and stay open to inspiration in unexpected places. Read more about listening to the right people in your organisation

By dedicating time to understanding problems deeply before jumping to solutions, you’ll lay the foundation for meaningful and effective innovation. The first step is always the same: make sure you’re solving the right problem. Everything else will follow.

Explore all solutions If you think innovation is about that one lightning-bolt idea, think again. Real innovation, the kind that makes people sit up and pay attention, comes from exploring many possibilities before honing in on the best. The key to real innovation is simple: generate multiple solutions and select the best of them.

Take the example of one of my teams tasked with improving the flow of information between the marketing and sales departments. Initially they were stuck and held back by what was currently working. Then, they did something brilliant: they brought in a client to share real stories about client experiences. That simple shift, focusing on the end-user’s perspective, unlocked their creativity and led to a game-changing solution.

The lesson here is clear: don’t stop at the first decent idea. Push further, explore wider, and dig deeper.

Generating ideas: methods that work When it comes to generating ideas, structure is your best friend. One of my favourite techniques is the Big Ideas method. Imagine sketching quick, visual snapshots of potential solutions, not perfect works of art, just enough to communicate the essence of an idea. This sparks creativity in ways words alone can’t.

Another approach is storyboarding, the same as is used in movie making. Picture how your idea would fit into the user's life. Map it out like a comic strip. How does it solve their problem? How does it make their experience better? This storytelling format brings ideas to life and helps you see their strengths, and flaws, before diving into execution.

Read more about how to use the 80/20 rule to your advantage

Rules for idea generation Successful brainstorming isn’t about luck, it’s about following the right rules.

1. Think visually. Use whiteboards, sticky notes, or your notes app to sketch your ideas. Something about seeing concepts in front of you makes them more tangible.
2. Suspend judgment. In the early stages, no idea is too silly or out there. Criticism can wait.
3. Aim for quantity. A good brainstorming session can generate 60 to 100 ideas in an hour. Most of them won’t be great, but that’s not the point.
4. Make space for everyone. The quietest person in the room might have the best idea.
5. Stay focused. If tangential ideas come up, jot them down in a “safe area” for later.

Once you’ve filled your space with ideas, on sticky notes, drawings, or scribbles, it’s time to narrow down the list. Pick the top 3 solutions that align best with the problem you are trying to solve and sense check against the first point – is it the RIGHT problem.

Balancing variety with focus Why take 3 points forward? Mainly, it’s the sweet spot - enough variety to explore different angles without getting overwhelmed. You’re not searching for the perfect idea from day one, you’re looking for the top contenders to refine further.

Here’s an example from my own experience. A few years back, I worked with a team struggling to streamline an onboarding process. In one brainstorming session, we filled an entire wall with ideas, everything from automating emails to gamifying the first week on the job. The best solution wasn’t obvious at first, but when we grouped ideas by theme, 3 strong candidates emerged. We tested those, refined them, and ended up with a solution that cut onboarding time by 30%.

Keep exploring Innovation thrives on exploration. It’s not about one idea; it’s about diving into the possibilities, stretching your creativity, and trusting the process to guide you to something great. Read more about positive possibilities

The next time you’re tackling a challenge, don’t stop at the first idea that pops into your head. Sketch, brainstorm, storyboard, and let the ideas flow. By exploring all solutions, you’re far more likely to uncover the one that truly stands out and harness the true power of innovation.

Look out for more ideas on this theme next time.