Scott Cook, the founder of Intuit (makers of Quicken and QuickBooks software), felt that the problem to solve wasn’t making good accounting software, but something else entirely: “The greatest competitor … was not in the industry. It was the pencil. The pencil is a tough and resilient substitute. Yet the entire industry had overlooked it.” … Even if [Cook's] competition had more talented problem solvers, engineers, or designers, his creative framing of the problem gave him an advantage.
We assume that those who win innovation wars are either faster or smarter than the competition. We assume that the winners either work smarter, harder and longer, or are born brilliant. (Talent is overrated, though.) It’s actually those who frame the question correctly that usually win.
Hard work is one part of the equation, and so is smarts—the old “smart and gets things done” adage—but the greatest factor leading to successful innovation is focusing on the right question. Those who look at the problem differently often win.
It’s asking the right question that’s difficult. The best questions take imagination. The right question doesn’t just hit you—Berkun also debunks this myth in The Myths of Innovation—it takes the hard work of asking the wrong questions first. We usually have to think of all the wrong ways to do something, and thus eliminate possibilities, before we attempt to innovate.