Creative Thinking & Business Innovation
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Let's define creativity (in business) as our ability to shift the perception about our customers and their set of needs.
To think we need to forget our customers and focus the attention on Customer personas - we can’t think about all our customers or worse (potential customers) at the same time. Our ability to think is limited. We need to trick our brain by creating fictional characters embedding the characteristics of a user type.
Customer Personas are not real. By simplifying reality, they enable us to think about the obstacles or pain-points our customers experience in their lives.
Understanding customer's needs– it’s not the job of the customer to tell us what they need or want. Also, when this is possible, it means that your competitors, most likely are already at work creating products and services satisfying those articulated and unmet needs.
When using the current value proposition to come up with a new product or service, we are in a deductive mode of thinking, producing incremental innovation. There is no need for creativity here, management (as usual) is enough.
Creativity has become the only source of sustainable competitive advantage.
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