Ideas don’t matter, execution does. Yes, of course. Ideas by themselves don’t have value unless they’re grounded on a unique insight or perspective. How do you generate unique ideas? Let’s look at four approaches from the book  The 4 Lenses of Innovation: A Power Tool for Creative Thinking by Rowan Gibson.

These four approaches are about looking at the world differently to spot opportunities for innovation. Let’s dive into each lens and explore how they can help you or your company become more innovative.

Challenging Orthodoxies: Questioning the Status Quo

The first lens involves questioning deeply held beliefs and assumptions in your industry or organization. It’s about asking, “Why do we do it this way?” and “What if we did it differently?” For example, Netflix challenged the orthodoxy of traditional DVD rentals and cable TV by introducing streaming services. This shift changed how we consume media today.

How do you challenge the status quo?

Start by identifying common practices in your industry that everyone takes for granted. Ask yourself how these can be challenged or overturned to create new value.

Here are a few specific actions you can take:

• Conduct ‘Why’ workshops: Gather a team and systematically question every aspect of your current business model or industry practices. Ask “Why do we do it this way?” and “What if we didn’t?”
• Role play: Have team members role-play competitors or startups and brainstorm how they might disrupt your business.
• Encourage contrarian thinking: Reward team members who bring forward ideas that challenge the norm, even if they seem unconventional.

Harnessing Trends: Leveraging Changes in the World

The second lens focuses on identifying and leveraging trends or shifts in the market, technology, or society to create innovative solutions. For example, Tesla harnessed the trend towards environmental sustainability and developed electric cars that are both eco-friendly and high-performing.

How do you harness trends?

Keep an eye on emerging trends and think about how these could be opportunities for your business. How can you ride the wave of these changes?

Here are a few specific actions you can take:

• Trend analysis sessions: Regularly schedule sessions to analyze and discuss emerging trends in technology, customer behavior, and global markets.
• Attend industry conferences: Encourage team members to attend relevant conferences or webinars and share insights with the team.
• Collaborate with futurists: Engage with futurists or trend analysis experts to gain a deeper understanding of long-term trends affecting your industry.

Leveraging Resources: Utilizing Existing Assets in New Ways

This lens is about looking at your existing resources, skills, or assets and figuring out how to repurpose them for new opportunities. For example, 3M leveraged its expertise in adhesive materials to create the Post-it Note, an entirely new product category.

How do you leverage resources?

Take an inventory of your resources and ask, “How else can we use these?” Sometimes, the seeds of innovation are already in your backyard.

Here are a few specific actions you can take:

• Resource audit: Conduct a thorough audit of your current resources, including technology, skills, and intellectual property. Look for underutilized assets.
• Cross-departmental brainstorming: Bring together teams from different departments to explore new ways of combining their skills and resources.
• Open innovation challenges: Organize challenges where employees can propose new ideas or products using existing resources.

Understanding Needs: Empathizing with Customers

The final lens involves gaining deep insights into customer needs, often unspoken or unmet, and creating solutions that address them. For example, Apple understood people’s desire for a seamless and intuitive user experience, which led to the creation of the iPhone. It wasn’t just a phone; it was a revolutionary way to interact with technology.

How do you understand customer needs?

Spend time with your customers or users. Observe them, talk to them, and most importantly, empathize with them. What are their pain points, and how can you solve them?

Here are a few specific actions you can take:

• Customer immersion programs: Spend time with customers to understand their experiences. This could involve shadowing them or using your products in their environment.
• Empathy mapping workshops: Create empathy maps that capture what customers say, think, do, and feel about your products or services.
• Idea validation sessions: Before fully developing new ideas, present them to a group of customers for feedback. This can be done through focus groups or prototype testing.

By integrating these specific actions into your approach, you can harness the full power of the 4 Lenses of Innovation. Each lens offers a unique perspective, and when combined, they provide a comprehensive framework for identifying and capitalizing on opportunities for innovation. Remember, the key is to be open-minded, curious, and always willing to challenge the status quo.

Bottom line: The 4 Lenses of Innovation are a way to systematically generate breakthrough ideas. By looking at your business and the world through these lenses, you can uncover new paths for innovation and growth. Remember, innovation isn’t just about sudden eureka moments; it’s a way of seeing the world. So, put on these lenses and start viewing your challenges as opportunities to innovate and excel.