Framing the problem

Close your eyes and imagine, if you would, a perfect flower vase. 

Now, instead of a perfect flower vase, imagine the perfect way to enjoy flowers. Was it different?

Understanding the real problem that we are trying to solve is key to expanding our thinking and creating innovative, delightful experiences. Henry Ford is quoted as saying, “If I had asked people what they wanted, they would have said faster horses.” He understood the real problem and was able to be incredibly innovative in solving the problem, not giving people what they thought they wanted.