It gets easy to fall into the trap of equating novelty with innovation. But they are not the same. Value and relevancy are what matter with innovation. In this episode, we explore how to make sure you are solving the real problem. Instead of focusing on your own strengths, identify the needs of your customers.We also spend some time exploring lens #22: REAL BUSINESS. What business are you really in? Realizing I wasn't in the business I thought I was helped me rethink everything I do.To illustrate the points, I share stories from Kodak and UPS.I also publicly announce the launch of The Problem-Solving Institute. Enjoy!The Problem-Solving InstituteMy Inc article on why you should not worry about novelty 
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