| Many innovations solve a problem or satisfy an | | | | were installed. Now, many cities are rushing to find |
| unmet need in the marketplace. Here's an | | | | a solution to fix the traffic lights that are already |
| example of a situation where someone found a | | | | in place. This is an example of finding a solution to |
| solution to a problem. However, the creator of | | | | a problem, but failing to take the next step: |
| the solution forgot to consider the new problems | | | | evaluating the solution to see if it creates new |
| caused by their solution. | | | | problems. |
| Many cities are installing new traffic signals (or | | | | An innovative company evaluates trends, such as |
| modifying existing signals) to use low-energy light | | | | the toward using low-energy light bulbs in traffic |
| bulbs, which results in savings on energy costs. In | | | | signals. Taking this evaluation one step further, |
| many climates, these new light bulbs function | | | | that company could brainstorm on new problems |
| properly. However, in cold climates these | | | | caused by this change. Using a structured |
| energy-efficient light bulbs have a problem. Some | | | | brainstorming system, the company may have |
| cities like Green Bay, Chicago and Minneapolis are | | | | predicted this problem and developed a solution to |
| having difficulties when snow or ice gets on the | | | | the problem before hundreds of bulbs were |
| traffic lights. The new energy-efficient light bulbs | | | | installed. This would result in a product (or |
| do not generate as much heat as the previous | | | | modification) that avoids the described problem |
| bulbs, so the snow or ice covering the traffic | | | | and provides a strong competitive edge in the |
| signal does not melt when temperatures are | | | | market. |
| below freezing. When the lights are covered with | | | | Here's the lesson from this case study: Monitoring |
| snow or ice, drivers cannot see whether the light | | | | trends and developing new products to support |
| is red, green or yellow. Many accidents and injuries | | | | those trends is good for business. Watch trends in |
| are being blamed on this problem. These cities are | | | | your own market or related markets to develop |
| now looking for ways to correct the problem. | | | | innovations that grow your business. However, |
| If the cities or the developers of these | | | | you can distinguish yourself in the market by |
| low-energy lights had brainstormed about future | | | | predicting new problems created by these trends |
| problems caused by this "energy efficient" trend, | | | | and addressing those problems early - before |
| they might have foreseen this problem and | | | | your competitors. |
| created a solution before the new traffic lights | | | | |