Andrea Coville, Paul B. Brown

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Almost everyone thinks successful innovation starts with a great idea. Almost everyone is wrong. The great idea comes second. You must begin with the killer insight, a deep truth significant enough that it helps you make a meaningful number of sales or allows you to forge relationships with a large number of people.

Why is developing the insight the place to begin? That’s simple. Insights are so important because ideas are so easy. Coming up with ideas isn’t a problem. But, ironically, starting with the idea—even if it is a great idea—can be. Why? Because if you start with an idea, there is no guarantee you are going to connect with your target audience. You could come up with a solution for no known problem. Or for a problem that your target customers simply don’t have. Examples abound.

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