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The best products and services solve an urgent problem for a customer. Want an example? I’m charging my iPhone using a portable charger, because my power is out at home. That’s my definition of solving an urgent problem!

Successful business owners are realistic. They understand that finding the best product idea takes time, and that customer feedback can uncover an urgent need. Some of the biggest names in business have pivoted to a new product or service, when the first few ideas didn’t work. To learn more about business pivots, check out Chapter 5.

OK, it’s time to find that super useful product idea…

Assume that you manufacture and sell mountain bikes and outdoor gear. Your customers are serious riders, who head out on rides in every kind of weather. To understand customer needs, you document customer services calls and conduct frequent surveys. What trends do you notice?

Increasingly, riders tell you that they can’t find a waterproof jacket that holds up to heavy use. Most jackets don’t repel water well, leaving riders in a cold wet jacket (sometimes far from home). Zippers tend to jam with frequent use, particularly in rainy weather. Riding in a light rain can be manageable, if you have the right jacket.

The next step is to design the product, complete a small production run, and have customers try the jacket.