“If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” – Albert Einstein


When creating a new product, service or business, most entrepreneurs as well as most corporates don’t really explore the problems they’re trying to solve. A research by CBInsight on the reasons for startups to fail unveiled that the no 1 reason is the lack of market need.


Therefore, creating empathy with your customer, user or partner and understanding their habits, needs and challenges is the basis to create a great solution and value proposition. Identifying a real problem helps you to avoid designing a perfect but useless product or service.


But how to get to a real problem?

We know that not everyone likes to talk to strangers and that it can feel embarrassing to dig deeper and deeper in an interview in order to unveil hidden needs and wishes of a customer. To support you with the preparation of your next interview have a look at our tool Interview.

Use the Customer Exploration Map to summarize your insights and get closer to developing a great solution.

But also be aware of analysis paralysis: turn your new insights into new prototypes.



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