Start with the Problem

To create something people want or need and to avoid becoming one of the casualties of startup land, where 42% of companies fail because there is no market need (CB Insights), we are going to start with identifying a problem to address. By problem, we mean something that is improvable in some way. You can also think of it as a pain point, need, or want. From there, we’ll identify people who experience that problem (aka customers) and then come up with potential solutions to help them with that problem.

What if I Already Have an Idea for a Solution?

Set aside your ideas for solutions for now and go back to the problem or customer with which you started. Ideate from there to get your creative juices flowing. You may very well find that there are better or more effective ways to solve the problem or help your customer than the first solution you had in mind.

How to Ideate:

In this step, we'll apply the design process of diverging and converging or generating possibilities, followed by eliminating possibilities.

We'll also use a visual thinking and idea-generation method called mind mapping. In mind mapping, you create a diagram representing words, ideas, tasks, or other items linked to and arranged around a central keyword.

Diverge & Converge, Image from Ux Think

Mind Mapping

A third process we'll use is called dump and sort, where we write down all of the solutions that come to mind without putting any judgment on those solutions. We'll then evaluate those solutions on several criteria to prioritize options.

<aside> 🙌 Ideation Tip

• There are NO bad ideas. Don’t judge yourself and keep moving
• Quantity over quality. Just start writing ideas down whenever you have time: on your commute, during your lunch break, when you’re waiting for something
• Engage others. Tell people you’re looking for problems to solve - ask people to contribute
• WRITE IT DOWN, so you don’t forget that excellent idea you came up with
• Allow your interests to guide you as you go down different idea paths

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1. Problem Ideation

We start our ideation around the problem, pain point, or need. A problem or unmet need upon which you think you can improve. Where you say to yourself, "there must be a better way" to do something. The problem can be one you have experienced personally or professionally. Many successful founders have built their companies around pain points they have had firsthand experience with, which makes it easier to be customer-centric since you are your customer. But you can also source ideas from talking to others, be it family, friends, co-workers, even strangers you meet in line at the coffee shop.

To narrow in on an addressable problem, be sure to do a little probing. Try asking yourself, “Why is this a problem?” Then again, “Why is this a problem?” And again, “Why is this a problem?” Get more specific! Example: I have trouble losing weight.

<aside> ❓ Note: A curious mindset - constantly probing beyond the surface - will be vital to being a successful founder. Never take something as is. Ask others and yourself, “why?

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