An Opportunity for Better Ideas [Yes! And Blog 181]

“Know what the opportunity really is, before generating ideas”   Opportunity. Solution. Two words that  have a chasm of difference in meaning when you want to innovate. In a workshop in Bahrain, I asked teams to identify an opportunity to work on. One of the teams wrote as their opportunity, “Train staff better in our sales outlets.” I questioned what problem the customers have, as you have an opportunity when someone has a difficulty of some kind, a problem. “They have to queue too long in store to pay bills or buy our products,” was the response. So, a question for you: is “train staff better in our sales outlets” an opportunity or a solution? Training staff is one solution to excessive queuing in store. But what is the problem the client has? Is it not being able to pay a bill quickly in store? Or do they find stores an inconvenient way to pay? Or is it that they want to buy an expensive product but have to queue behind people paying bills? Or… the list could be long and the customer could have many problems. [Please refer to Yes! And blog 147 for a tool to map problems]. Equally, there could be many valid solutions from “stagger the billing date” to “introduce new channels for bill payment”, to…we don’t really know until we have explored and clarified the opportunity. One way to state this team’s initial opportunity is to say simply, “We have a lot of people queuing in stores, especially at certain times in the week and month. This causes customer complaints, lost sales…etc.” Why is...