We balance empathy and rich stories with data and systemic analysis.
Understanding and re-framing the brief is a core practice for any good innovation work. In innovation projects, we almost never properly understand the problem we need to solve. Usually this is because the details of the challenge sit outside of our specific organisation or past experience.
A more traditional approach might break down a known problem into components and select among known options for solutions to drive efficiency. Generative approaches are useful when we have a poor understanding of the problem and we need to craft fundamentally new options.
When you’re trying something new, you’ll never get it right the first time. There are far too many unknown unknowns. The only way to discover them is to start a loop of acting, listening, and iterating until we can craft interventions that are effective.
In contrast to our default perspective, which tends to focus on the business or organisation, we zoom both in and out. When done well, this kind of approach complements quantitative data with ethnographic and qualitative data to build a rich picture of people and context.