Uncover a Need State
A powerful technique for finding white space is to do what Clayton Christensen and Michael Raynor suggest in their book the INNOVATOR’S SOLUTION: Look for a job people are already trying to get done, then help them do it. Jobs-based innovation, as opposed to product-based innovation, helps you get around the difficulty of testing a product that has yet to be commercialized.
A successful example of jobs-based innovation is the ten-dollar reading glasses you find in drugstores. The cheap-reader category was pure white space before someone noticed a job not getting done: People were going without extra pairs of glasses because they didn’t want to spend hundreds of dollars on prescription pairs. Are the cheap readers as good ...
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