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Curiosity: The Heart of Innovation

[Blogger’s note: Before getting into the subject of curiosity, I’d like to clear up a misusage of the words discover and uncover that I often see and hear in our industry. To discover means to find or make known something, for the first time, that no one has ever seen nor heard about. To uncover means to find or expose something that exists, but no one really notices or sees. But in our industry, many people suggest we “discover” insights. I’m here to suggest that’s wrong. We don’t discover or make them up, we uncover them.]

curious-researcherSome say that creativity is the impetus of innovation. Nope, it’s curiosity. Sure, you need to employ creative types to brainstorm and discover ideas that satisfy unmet needs in the market. But who do you think uncovered and delivered those unmet needs: Curious researchers – the unsung heroes of innovation. These are uncommonly nosy (yet harmless) people who just HAVE to know everyone else’s business. Without their insatiable curiosity we’d never uncover the insights that lead to discovering new products, services and business models.

This isn’t to say that only researchers are curious and/or valuable when uncovering consumer insights. I’m just suggesting that you be sure to utilize more curious-minded people than creative people during primary research phases. I’m talking about folks who enjoy observing people in various modes of life and continually wonder (and ask) “why do they act the way they do?” Here are some perfect examples of curious people:

  • Reporters/journalists
  • Cops/Detectives
  • Psychologists
  • Children
  • Scientists
  • Cats. . . (ok, they’re not really people. . . I think)


If you know or have people who act like these types on your team, be sure get them observing your consumers and asking questions during primary research. You’ll definitely dig up some valuable insights that you can innovate against.

By nature, I am a creative person. I thoroughly enjoy coming up with unique “things.” Yet I’ve found that I really enjoy, and have learned to be good at, uncovering the insights that will ultimately feed my creative mind during ideations. For me, the trick to uncovering them is to turn off my creative mind when observing consumers and turn on my curious mind.

[Blogger’s note: I’ve seen primary research phases staffed with exceptionally creative people who, unfortunately, lack a curious nature. They tend to not look deep or long enough to uncover the problems and instead go directly to a creative solution that is based on their own perspectives and not necessarily based on the consumers’ problems. Please avoid this by maintaining a greater ratio of curious-minded people on your insights gathering teams.]

Fortunately, people can learn to become more curious. They just need to teach themselves to keep observing and asking “why,” then after they’ve encountered a consumer, download and collect all of their observations. . . not their innovative solutions. Recording what you saw and heard is the first step to uncovering true insights. Still, for many creatives, uncovering insights is hard, complicated work — and certainly not as fun as coming up with creative solutions. But I’ve found it to be incredibly rewarding (as rewarding as coming up with the next big “thing”). That’s because I know that big, juicy insight platforms are actually bigger than the solutions they inspire. They are the fuel that continually feeds and extends new products, services or business models.

And we have curious people to thank for that.

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Tags : curiosityheart of innovationunderstanding the consumer


Discussion:    Add a Comment | Comments 1-16 of 16 | Latest Comment

February 8, 2010 2:32 PM

I would also venture to say that not just curious people, but people who live on the fringes of different industries/verticals or have a wide interest are the ones who innovate. I've written some bullet points here http://blog.pekpongpaet.com/2010/01/09/on-innovation/ People who are exposed to many things have the ability to put 2 and 2 together.

February 8, 2010 3:26 PM updated: February 8, 2010 4:44 PM

Thank you, Pek. That is an excellent point and one that I (we) agree whole-heartedly with. If you check out our Web site you'll see that Maddock Douglas incorporates a Global Expert Network (GEN) into every innovation assignment. There is nothing like having experts from a parallel industry looking at your industry, assignment and/or problems through the lens of their experiences. And when utilizing GEN during the primary research/insight uncovering phase, we are keen to make sure they have a curious, inquisitive mind. We also involve GEN during other phases: ideation, Concept Development and Actualization.

Pek, our GEN network is 6000 and growing. Based on your comments/blog you may be a fit to have a quick followup with the person who heads up GEN. Feel free to email me at jim@maddockdouglas.com for further discussion.

Thank you for bringing up this valuable point.

February 8, 2010 7:29 PM

*** Deleted By Moderator ***


February 8, 2010 11:40 PM

I wish real innovators, rather than professional trainers wrote these blogs. In my view, innovations could emerge out of many types of mental states. Taking a look at my own involvement, I mean actually taking the risk and doing it, positive discontent is a potent state of mind. Of course one has to be open to unfettered questioning, have the curiosity to learn and possess the creativity to make things happen. But the driving ought to be there. One must have the necessary level of discontent to feel the need for change and the positive belief that things can surely be made better

February 9, 2010 1:13 AM

J Jeyaseelan said: I wish real innovators, rather than professional trainers wrote these blogs. In my view, innovations could emerge out of many types of mental states. Taking a look at my own involvement, I mean actually taking the risk and doing it, positive discontent is a potent state of mind. Of course one has to be open to unfettered questioning, have the curiosity to learn and possess the creativity to make things happen. But the driving ought to be there. One must have the necessary level of discontent to feel the need for change and the positive belief that things can surely be made better
You may have the wrong impression of Maddock Douglas - we invent new products, services and business models, bring them to life and help our clients bring them to market. We create every day for some of the largest companies in the world. Have a look at http://www.maddockdouglas.com for more information on what we do. All of the articles and features in the Innovation Engine Community are written by daily innovation practitioners, not professional trainers.

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February 9, 2010 9:33 AM

J Jeyaseelan: Thank you for your comment. I'm extremely intrigued by the phrase "positive discontent." I wonder if you might elaborate a bit further on its origin and meaning/definition. I love learning new innovation practices and hope you'll share.

Based on your thoughts, I wonder if you might be defining invention as innovation. We believe that invention is only one of many parts of innovation. What are your thoughts?

As Nicholas offered, I am not a trainer. I spend my days in the field with clients of Fortune 100 companies -- observing human behavior, uncovering insights based on those observations, then helping our clients invent and market innovative products, services or business models to solve those insights. As you'll agree, it's a long, challenging process, but extremely rewarding.

February 9, 2010 11:26 AM

Totally agree that curiosity is at the heart of creative thinking and innovation. Once you stop being curious because you "know" the answer, then the process of exploration, thinking, and the search for newness also stops. It's not the only mindset necessary for innovation, as noted by J.J., but it's certainly one of the fundamental ones!

February 9, 2010 11:39 AM

That's a good point, Jonathan. If we start by solving (versus looking and listening), we've immediately leapt to inventing. That sort of inventing in a vacuum may work for a small minority. But most likely, it is a risky and expensive proposition.

February 10, 2010 3:16 AM

At the outset, I would like to apologize for anything that is offensive in my comments. It was entirely unintended but was targeted in some way to evoke a response. I have been a regular reader of quite a few innovation blogs and group discussions and have been naturally trying to find a connect between what people say and my own personal experiences as an innovator. I can now, after 10 years of struggle, even call myself a successful innovator.

Curiosity is a good starting point. But gossip mongers are also most curious about everything that goes around. Would the prospect of earning good money be an adequate incentive for becoming innovators? I am not sure, there are better and far quicker ways of raking in millions?

My focus on the idea of 'positive discontent' actually comes from the study of change and change management. Innovation is essentially a change that one wishes to usher in. And the motivation for ringing in changes actually comes from the level of dissatisfaction one has with the present. People would not have adopted democracies unless they were dissatisfied with monarchies. We are not seeing any more political innovations (which I believe are very necessary) because we are still complacent about the way our democracies work somehow.

I have referred to 'positive discontent', since discontent could find negative outlets too as was the case in some 'revolutions'. A positive discontent motivates one to seek the alternative solutions. In fact, I find most organizations unwilling to see the realities particularly when the going is good. But there can always be people who anticipate impending problems and are dissatisfied with the inertia. These are the people who think of innovations according to me.

Innovation is a change and every change follows a motivation and I find 'positive discontent' to be the most powerful off all. I have been trying to find the thin line between innovation and invention. May be the difference is in the scale or time frame or the newness. Essentially both bring about change, a change motivated by a desire to change things and that is how I would explain my motivation

February 10, 2010 9:43 AM

Totally agree with JJ and Jonathan about curiosity being the driver for creativity, for innovation, I'd add another quality: courage.

February 10, 2010 9:52 AM updated: February 10, 2010 9:57 AM

J Jeyaseelan: Thank you for clarifying and shedding a brighter light on the subject. I did not for a moment think your comment was offensive. I found it to be quite enlightening.

Interestingly enough, it looks as if we're saying the exact same thing -- just using different vernacular. We both agree that innovation is first and foremost inspired by a need/problem/friction/insight/positive discontent in the world. And as such, the innovation process requires well-intentioned, curious-minded people who are willing to uncover that need/problem/friction/insight/positive discontent to feed the inventive teams who have the ability to solve them.

Our experiences have found that not all inventive and/or creative thinkers have the curious nature or resolve to look for and observe humans and/or an environment prior to inventing. So we're stating that curiosity is the impetus that inspires innovation (and those inventors).

Thank you so much for participating.

February 10, 2010 10:05 AM

Marci: Boy, that sure is right. Courage is what keeps the team going through the long, challenging innovation process. . . . Or is it more than that?

Now that that you've brought that up, I wonder if courage is actually the impetus for innovation (at least within the construct of for-profit business). Certainly before anyone mores ahead on any innovation project, someone must stick their neck out and allocate budget and personnel to explore the POSSIBILITY of uncovering a need that leads to invention.

Excellent point, Marci!

February 10, 2010 10:45 AM

Right on Marci! Curiosity and Courage are critical. Other qualities we've found to be essential for leading innovation include Tenacity (which goes hand in hand with courage, but as JJ can certainly attest, is critical for success), Humility (as in, "I don't have all the good ideas,") and Integrity for working with others (if you ask for new ideas, you have to be willing to receive and consider them). We detail them at: http://ww.newandimproved.com/newsletter/2025.php

February 10, 2010 10:47 AM

And for what it's worth, here's what we say about energizing curiosity: http://ww.newandimproved.com/newsletter/2035.php

February 10, 2010 10:56 AM

Jim Campbell said: Marci: Boy, that sure is right. Courage is what keeps the team going through the long, challenging innovation process. . . . Or is it more than that? Now that that you've brought that up, I wonder if courage is actually the impetus for innovation (at least within the construct of for-profit business). Certainly before anyone mores ahead on any innovation project, someone must stick their neck out and allocate budget and personnel to explore the POSSIBILITY of uncovering a need that leads to invention. Excellent point, Marci!
Thinking in another way - innovation is driven not by moving into the future with new ideas, it's more about anticipating the future and getting there to influence it before it happens.

February 10, 2010 11:49 AM

Jonathan: Thanks for your contributions to MD's Innovation Community. Excellent points.

Marci: Agreed. Of course, a good way to anticipate the future is to uncover the frictions/needs happening today (and coming down the line) and using them as guide posts to "invent" a solution.

What other ways can we anticipate the future? (and time travel is not an option)

Discussion:    Add a Comment | Back to Top | Comments 1-16 of 16 | Latest Comment

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