Be a gap seeker—and give customers something they didn’t know they were missing

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What if surgeons could train like fighter pilots?

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In the realm of virtual reality (VR), it was the goal of Israeli fighter pilots Moti Avisar and Elon Gerry – giving surgeons the opportunity to participate in simulated surgery through “a visualization platform that helps illuminate complex procedures”. .

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Surgical theater fills a gap in surgical training; Surgeons gain experience before operating on people. It’s a good bet that most would prefer that their surgeon has that extra thorough training before performing the operation.

When people write academic journal articles, they first do a literature search—a survey of what has been written, to help find the missing piece or fragments in the discipline, something in an area that hasn’t been discovered yet. or has not been discovered. You may be doing something similar, though not necessarily in a formal educational way, to see if a gap in an area, region or market could be an opportunity for growth.

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Once you’ve gathered the information and analyzed your data, look for gaps that point to profit. Benefit provides benefits to individuals, businesses, a community, society, beings or the planet in one or more ways. It can inform, develop commerce, reduce waste, improve quality of life, promote sustainability, provide a utility, support and uplift people , can advance a discipline or do social good.

There are three key components to identifying growth opportunities:

1. Identify a Goal: What You Hope to Achieve

2. Identify a Gap: A Missing Piece That Fills a Need or Void in Your Business, Market, or Sector

3. Identify a Benefit: Benefits to Business (Profit), People and the Planet

Identifying a gap to test the target and get the job done. You don’t have to start with a goal. If you see a gap, start there, and see if there is a profit; Then make your goal. If you see profit, see if there is a real difference and then make your target.

There are always gaps. A unique and meaningful idea for development bridges a gap. You might be thinking, how do I find the gap?

If you are not filling a gap, you are not contributing something meaningful that leads to growth, something interesting, inspiring, challenging, original (entirely new), or creative (a twist on an existing idea). , not completely original). think:

• What is needed? A product, system, device, art form, artistic interpretation, business, entertainment, transportation, leadership method, or something else?

• In any field, what is the major question that remains to be solved or answered?

• Think about the audience. This can be a demographic, a psychologist (in marketing, a way of classifying people according to their attitudes, decision-making styles, or interests), or really any audience.

• Has there been more or less research done? For example, science for neglected tropical disease or the most neglected patient populations is usually underfunded.

• What hasn’t been explained or clarified yet? What will move the business or field forward?

• Has not yet solved the problem of homelessness, world hunger, clean water for all, bad weather, sustainability, affordable housing, or curbing carbon emissions?

• What will address the equity crunch?

If you have knowledge of something useful in your field, think about how it might be useful in a different area or in a different area. Do you know of anything useful that can be adapted for another field – for example, an aviation-style checklist that helps hospitals prevent errors in procedures, or a pilot-type Simulation training tool that can be used to train surgeons.

Gather information about a topic, problem, or topic. Look for information in a blank space with a view to discovering an insight that you can fill in. Be open to anything informative that points to a potential gap you didn’t anticipate.

For example, Chinese air conditioner brand Midea wanted to enter the US market for the first time. They targeted New Yorkers with a product that they claim is particularly suited to New York City dwellings. Advertising agency Pereira O’Dell helped fill that gap with a creative campaign for Media, offering a respite from the heat with 90 minutes of free air conditioning in a movie theater, a place where people can unwind. Could, check your phone and sit back. insight? New Yorkers will watch movies in air-conditioned theaters to beat the heat.

So where do you start?

To become a Gap Seeker, answer the following questions:

• What is the #1 goal that will help you achieve what you want and achieve the results you envision?

• What is the difference between that business, sector, industry, sector, or unattainable audience?

• Does the difference match your goal?

For example, if you want to design athletic footwear, what is the difference in that industry? Who is not being served? What is lacking that will benefit people, industry (Think Triple Bottom Line) [profit, people, planet]) or the environment? material? Sustainable production methods? Ignored audience? Sized for a neglected audience? non-toxic paint?

There are so many problems to solve and gaps to fill that lead to growth. very.

Adapted from the new art of ideas: Unlock your creative potential.

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