1871 startups head to the ANA conference

By Hugh Musick, Associate Dean; Director of Executive Education

IIT Institute of Design

You have an idea, the technological know-how to build it, and the energy and ambition to realize it, but how do you know if people need it? All too often start-ups lead with what they’re convinced are sure-fire ideas. However, after investing significant time and energy into building the product or service and launching it into the marketplace, their efforts are greeted with a big yawn. Why? In the push and the excitement to realize ideas, most start ups fail to consider the user.  So, how might things be different if instead of moving toward implementation, a start up began by understanding the larger context in which they think an opportunity exists? What if the start up began by conducting research that allowed them to observe the daily lives of people, identify problems or challenges they face, and see how existing solutions help or hinder users of those products and services? At a minimum, such research would give the start up a better understanding of the domain in which it’s trying to make a difference. Perhaps more important, findings from this type of activity could inform the start up about the types of solutions that are truly needed. The effort expended up front to learn about users increases the likelihood of creating something that people actually want.