Curse of Unmet Needs and the Innovation Beyond Boundaries
In today’s landscape Product Managers have significant influence in shaping a product’s journey, and are being referred to as the CEOs of the product. With the rise of product management, a lot of emphasis is being laid on “Unmet Needs -> Breakthrough Innovation” approach towards problem solving. This can be attributed to the weightage being given to Market Research / Customer Needs which are being portrayed as the guiding principles for product managers. It has also led to an unsustainable We Too value proposition, where the differentiation between multiple products solving for the same need is often very subtle. If majority of your users don’t acknowledge the difference, the only difference becomes the price. So, in the current highly competitive environment all businesses are in, it is critical to identify the Unique thing you are offering. The other prominent approach to problem solving , based on the Darwinian process, covering creation, iteration & selection of ground breaking innovations for which no precedent solutions exist, called the What If approach, can help address the issue . This is also a proven methodology towards radical innovation, that encourages fresh ideas and creative thinking.
In this article — I delve into both the approaches in detail, and understand how these two approaches can work in synergy and foster innovations. Kindly note that, the intent of this article is not to spark a debate on the superior problem-solving approach . Instead, it highlights that the ‘unmet needs’ approach isn’t always the ultimate solution.
The Unmet Needs Approach
Addressing unmet needs involves identifying gaps or deficiencies in existing systems, products, or services. This method revolves around understanding what people lack or struggle with and then devising solutions to fulfil those unmet needs.
For instance, think of the introduction of smartphones, which revolutionised communication. The unmet need for portable, multifunctional devices led to the creation of these handheld gadgets that transformed how we connect and access information
Most 20th century platform models, are built on this approach. Below infographic outlines how the popular start-ups have solved unmet needs and gained popularity & became successful.
This approach is based on the hypothesis that there’s a problem out there waiting to be solved. We do our market research, identify pain points, and then brainstorm solutions. This approach can be very effective, but it can also limit our thinking. It thrives on practicality and often leverages existing resources and technologies to provide immediate relief to identified problems. It’s grounded in a clear understanding of the problem at hand and aims for direct, targeted solutions.
What If Approach — Envisioning radical, ground-breaking ideas
The ‘What If’ approach propels us far into the future by posing speculative questions. It challenges norms, dares to dream big, and explores the boundaries of what’s possible. This method involves asking speculative questions like, “What if we could change the fundamental principles governing this situation?” In the absence of any existing data or research to rely on, the What If approach can help us to think creatively and come up with new ideas
The ‘What If’ approach dares to challenge the status quo
The below infographic demonstrates some instances of companies or products that have emerged from this approach include Texla, SpaceX, driverless cars, and more. This helps visualise how imagining ‘What If’ scenarios made incredible solutions that changed how we use technology, even if there wasn’t an immediate need for them.
One of the reasons this approach isn't emphasised is because of its own limitations. One challenge is that it can be difficult to evaluate “What If” ideas. There is no guarantee that a What If idea will be successful, so it can be hard to justify investing time and resources in them.
The other challenge is that the What If approach can be overly disruptive. It can challenge the status quo and make people uncomfortable. This can make it difficult to get buy-in for What If ideas from stakeholders.
The Chindogu Innovation are a classic example of when “What If” scenarios could go wrong. Chindogu are inventions that defy concise explanation. They aren’t useful. But they aren’t completely useless either. The creator, Kenji Kawakami, describes them as “un-useless.” They’re not meant for serious use but rather to bring humour and creativity to mundane situations. The best way to understand chindogu is to see them in action:
Summarizing the arguement so far, the unmet needs approach focusses on identifying and addressing existing gaps or problems in the market or society, focusing on practical solutions to meet these needs. Conversely, the ‘What If’ approach involves imagining possibilities without being bound by existing constraints, often leading to innovative ideas that may not directly address immediate needs. While unmet needs aim for practicality and immediate problem-solving, the ‘What If’ approach explores imaginative and sometimes unconventional solutions that might redefine entire industries or behaviours. The infographic below details out the various differences between the two approaches.
How Unmet Needs and What If’s? Collide to Ignite Breakthroughs
The synergy between these methodologies is where true innovation often thrives. While addressing unmet needs leads to practical, immediate solutions, the ‘What If’ approach propels us into uncharted territories, often resulting in paradigm shifts and disruptive advancements.
Innovation isn’t confined to a singular path; it’s a diverse landscape where both approaches complement each other. Breakthrough solutions may arise from the daring questions posed by the ‘What If’ approach, while the practicality of meeting immediate needs convert these visionary ideas into reality.
Harmony between necessity and imagination gives rise to revolutionary innovations.
These approaches used in synergy creates a more comprehensive problem-solving framework, avoiding the False Consensus Effect trap by offering different perspectives. The Unmet Needs approach grounds solutions in reality and user requirements, while the What If approach encourages thinking beyond established norms, collectively preventing assumptions rooted in false consensus.
Below table/infographic illustrates how most common problems faced by the human kind in the 20th century can be addressed using either immediate, practical solutions or by envisioning radical, ground-breaking ideas through the ‘What If’ approach. Depending on the tech context and the specific problem at hand, each approach offers a distinct pathway for innovation and problem-solving. For each scenario — the breakthrough innovation could potentially lie at the overlay of both these approaches.
This brings me to the end of this article, and I want to leave you with a perspective that merely fulfilling needs doesn’t guarantee innovation. It’s the mix of tackling unmet needs and daring to dream big with a ‘What If’ attitude that sparks ground-breaking ideas. Let’s chat in the comments about your journey in uncovering innovative solutions. Join the discussion on how blending unmet needs and creative thinking leads to game-changing innovations.
