If you look deeply at hundreds of examples of business innovation, an interesting pattern begins to emerge. Specifically, what we find is that an innovative idea came not from some inherent individual brilliance but from looking at the world from a fresh perspective; an alternate way of seeing things.

Innovators don’t pull ideas out of the air, rather they obsess about a particular challenge, ask questions and dig deep to discover insights. And one way innovators come to their insight is by understanding the unarticulated needs of people.…