Aiming Your Startup Cannon in the Right Direction: Spot-Probe Process
In the ever-evolving landscape of innovation, finding the right problems to solve is the cornerstone of impactful progress. Countless startups and innovators falter not because of a lack of creativity, but due to a misalignment of their efforts with genuine societal needs or markets. Recognizing this gap, Prof. Ramesh Raskar at MIT Media Lab has developed the REDX Spot process, a meticulously crafted approach that empowers innovators to identify, analyze, and tackle significant challenges effectively. The framework was developed based on Prof. Raskar’s role at Google [X], Xprize Visioneering and MIT Media Lab. He and his team has used it to start three studios, 2 different labs at Facebook, and has been used by over 100 teams at MIT and multiple startups. In addition, this Spot-Probe framework is now part of MIT executive courses and used in many corporations.
In another article, we will cover the full process from ideation to launching of a startup: Spot-Probe-Grow-Launch.
Spot: The first step in the process is to identify the right problem to work on together with experts and stakeholders. This is a multi-stage process analyzing the problem from different angles and perspectives.
Probe: The second step is to explore the solution. This involves a deep dive into the problem and its root causes, as well as brainstorming potential solutions.
Grow: The third step is to seek adoption of the solution. This involves testing and refining the solution, as well as building support for it among stakeholders.
Launch: The final step is deployment. This involves scaling up the solution and making it available to those who need it.
For this article, we will delve into the intricacies of the first step: REDX Spot process, exploring each step in detail and providing real-world examples from the original article to illuminate the path to successful innovation.
You can find details in a longer article published by Harvard researchers here.
1. Picking a Grand Opportunity: Selecting a grand opportunity marks the inception of the innovation journey. It involves engaging participants in an intensive brainstorming session. An exemplary grand opportunity is the challenge of improving artificial intelligence and imaging to enhance the cost and safety of autonomous vehicles ecosystem.
2. Analyzing the Grand Opportunity: Once the grand opportunity is defined, a meticulous analysis follows. The REDX team recommends brainswarming, a technique emphasizing parallel idea generation, to map out the problems and available solutions. For instance, they explored the interrelationships between stakeholders, technologies, and risks associated with creating safe and seamless heterogeneous self-driving vehicle systems.
Then we start the four stage Spot Process.
Step 1. Plotting the Resource Map: Analyzing the relationships between resources and stakeholders is crucial. The original article showcased the use of brainswarming techniques to identify key aspects, including people and organizations related to breakthroughs and risks. This method allowed for a detailed resource map, aiding in a holistic understanding of the innovation landscape.
Step 2. Creating a Problem Canvas: The creation of a problem canvas involves listing challenges associated with the grand opportunity and matching them with available technologies. The REDX team explored issues like insurance policies, security and communication, traffic and safety, and user experience. These challenges were then creatively mapped to potential solutions using diverse technologies.
Step 3. Developing a Solution Canvas: Evaluating potential solutions is a critical step. The REDX team assessed solutions based on parameters such as impact, cost, time, and reach. For example, solutions like a DIY sensor package and risk prediction for insurances were evaluated in terms of their potential impact and reach, ensuring a balanced approach to innovation.
Step 4. Using a Findings Plot: The findings plot visually represents the chosen solutions, emphasizing their efficiency. A graphical representation was created for six top-scoring solutions. By plotting these solutions on a time-cost axis and incorporating a word cloud representing reach, the REDX team could discern the impact and feasibility of an option: the DIY sensor package for self-driving vehicles.
5. Summarizing the Findings: The final step involves summarizing the chosen solution in a concise yet comprehensive manner. Innovators can create a one-page document addressing crucial aspects. For instance, they can elucidate the significance of the grand opportunity, the stakeholders involved, the innovative solution, and the methods for measuring success.
After completing the above steps, prepare a concise one-page document summarizing your findings. Address the following questions:
WHY — Grand Opportunity:
- Why does this grand opportunity matter?
- How is the current situation handled?
- What are the limitations of the current practices?
WHO — Who Cares:
- Who will benefit from this innovation?
- What difference will it make if you succeed?
WHAT — What’s New:
- What are you trying to achieve with your innovation?
- Why do you believe it will be successful?
HOW — Map Users, Resources, Risks, Workarounds, and Milestones:
- What are the potential risks and payoffs?
- How much will it cost, and how long will it take to implement the solution?
- What metrics will you use to measure success?
This summary serves as a comprehensive overview that can be presented to various stakeholders, including partners, customers, top management, colleges, and investors. They can respond to the Findings Plot and the Summary. When you ask for feedback, use the principle of 3/3/3: Ask for 3 things they like, 3 they dislike and 3 they would like to change.
Conclusion: By immersing in the nuanced intricacies of the REDX Spot process and drawing inspiration from the real-world examples, innovators can embark on their innovation journeys with clarity and purpose. Each step, from identifying grand opportunities to summarizing findings, plays a pivotal role in ensuring that innovation is not just creative ideation but a purposeful solution to real-world challenges. Armed with this knowledge, innovators can navigate the complexities of the innovation landscape, fostering meaningful progress and leaving a lasting impact on society. Now you are ready to aim the cannon, ready to fire.
