Ideas come to us when we have a specific problem but we do not focus on solving the problem directly.

It’s not at all obvious how to go about thinking up some new twist on these things. A new idea can feel like a remarkable discovery

Companies often focus on technology instead of the customer's problem.

Smart innovators frame their ideas to stress how a new concept is compatible with the existing market landscape.

When we are facing multiple deadlines, we often tend to focus on the tasks in front of us rather than the ones that seem far off, regardless of how important they might be.