Solution-first still sucks

In some industries AI has now driven the time required to build solutions (or at least semi-functional unscalable prototypes) to new lows. That, of course, translates into nothing but accelerated waste if the need was not identified and proven ahead of time. We are still back to the original issue of having a solution in search of a problem—the worst position to be in.

All contemporary innovation methodologies like lean startup, JTBD, outcome-driven innovation, design thinking, have the same thing in common: a belief that the innovation process should begin by understanding the customer's needs.

They differ in how those are articulated: problems, jobs, outcomes, frustrations, friction points, pains, gains, so on and so forth. They also differ in specific process steps, but in essence share the same meta-process:

1. Identify the need.
2. Prove the need.
3. Satisfy the need.

The reasoning, backed by practice and research, is that by qualifying the needs first we are able to meet them better through more accurate products and services that succeed in the market. We obviate guessing, playing cat and mouse with customers, and we focus on value creation. We also save costs because building a solution is the most time consuming and expensive part.

Now, those that are able to leverage new technologies to perform all three steps are the ones that will outpace the competition. Obsessing over understanding the customer is still the way to go.