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PROBLEM STATEMENTThe way we define a problem makes all the difference in how well we create a solution. The definition of a problem is: any question or situation involving doubt, uncertainty, or difficulty.Outcome:By defining the customerʼs barriers in a problem statement, you can now discover their real needs.1. Identify the problem using one of these user constraints: • Canʼt • Not able to • Donʼt have • Prevented from • Forced to2. Formulate a problem statement this way: User + Contraint + InsightBusy Millenials canʼt buy groceries in the store because they donʼt have the time, transportation, or desire.ExampleHOW TO[ • HOW TO SPOT A GOOD IDEA • ] Good Ideas Only

REFRAMINGReframing is the process of converting a problem into an opportunity by expressing the userʼs constraints as a need. Taking a different perspective on a problem can lead to breakthroughs in any industry.Outcome:By stating the needs, youʼve now set the stage to discover innovative solutions.Take the problem statement and reframe it by changing the constraint into a need:User + Need + InsightNow, reframe the problem statement into anopportunity. Busy Millenials need a way to get groceries without going to the store.Busy Millenials canʼt buy groceries in the store because they donʼt have the time, transportation, or desire.Example Problem StatementReframingHOW TO[ • HOW TO SPOT A GOOD IDEA • ] Good Ideas Only

THE 5 WHYSWhen we ask “why”, we develop insights. Asking “why” five times allows us to reveal the underlying cause of a problem. This root-cause analysis technique was developed in the 1950s by the Toyota Motor Corporation.Outcome:The insights uncovered will help inform the problem statement. This is your first glimpse at an opportunity for a solution.1st WHY: Why are grocery store lines long?2nd WHY: Why are there a lot of people in the line?3rd WHY: Why does it take a long time to check out?4th WHY: Why do they have to wait?5th WHY: Why do people with few items have to be held up?HOW TO[ • HOW TO SPOT A GOOD IDEA • ]They donʼt...Because there are a lot of people in the line.Because it takes a long time to process each customer at check out.Because some people have many items, so others have to wait.Because the few people with lots of items take longer to process, and many people with fewer items are held up.Good Ideas Only

HYPOTHESISEvery idea has an underlying hypothesis. This is a way to state your big idea that conveys your fundamental beliefs, hopes, and assumptions about how the market will engage with your product or service.Outcome:You will have developed a short statement that summarizes the basic premise of your idea, along with how you expect customers to engage with it.Will they try it? Will they buy it? How will they use it?.A hypothesis is formulated as follows: If <this idea>, then <that outcome>. Example Big Idea:Online ordering and home delivery of groceries. If online grocery shopping was available, then busy Millenials will buy their groceries online instead of going to the supermarket.HypothesisHOW TO[ • HOW TO SPOT A GOOD IDEA • ] Good Ideas Only

XYZ HYPOTHESISThis is a testable hypothesis using numbers and measurable goal targets.Outcome:A well-formulated hypothesis that can be tested and validated.Tip: Create a “mini-xyz hypothesis” that narrows the testing pool so that testing can be implemented cheaply and quickly.The XYZ Hypothesis is expressed as follows: At least X% of Y will Z.X% is the percentage of your target market.Y is a clear description of your target marketZ is how you expect the market to engage with your idea.Example Hypothesis:If online grocery shopping is available, busy Millenials will buy their groceries online instead of going to the supermarket. At least 25% of Millenials will buy their groceries onlineXYZ HypothesisHOW TO[ • HOW TO SPOT A GOOD IDEA • ] Good Ideas Only

THE STAKEHOLDER ROLEPLAYTo develop a holistic view of a productʼs impact, the Stakeholder RolePlay allows us to play the voice of the customer and advocate for what is important to them.Outcome:By grouping stakeholder needs, fears, and pain- points, we can find commonalities between them. The themes that emerge set the stage to define the opportunities.1. Identify the stakeholders directly impacted byyour product. Assign a representative to be the “voice of this customer.“2. Write their needs, fears, and pain-points (NFPs)of each stakeholder on a sticky note.3. Keep going in a round table until youʼve exhausted the NFPʼsof each stakeholder identified.4. Find themes by grouping the sticky notes and give them a label.Customer:“I fear that my food wonʼt be fresh and tasty if deliveries take too long.”Restaurateur:“I fear if drivers take too long to deliver the food, it could negatively impact the food presentation and taste. Customers will lose trust in my brand.”Stakeholders: Company, Customer, Driver, RestauranteurHOW TO[ • HOW TO SPOT A GOOD IDEA • ] Good Ideas Only

DVFU FRAMEWORK: DESIRABILITY, VIABILITY, FEASIBILITY, USABILITYThe DVFU framework provides a comprehensive approach to evaluating product strategies by examining four critical dimensions:Desirability: Does the solution meet genuine customer needs?Viability: Can the solution generate sustainable business value?Feasibility: Do we have the capabilities to execute the solution?Usability: Will customers find the solution easy and intuitive to use?Desirability: Do millennials actually want online grocery delivery?Hypothesis: Busy millennials need a convenient way to get groceries without visiting a storeValidate: Will the convenience of online grocery delivery outweigh the desire to personally select produce and groceries?Feasibility: Do we have the technical and operational capabilities to execute online grocery delivery?Hypothesis: Technology and logistics can support a seamless grocery delivery experienceValidate: Can we develop an infrastructure that ensures fresh product selection, timely delivery, and minimal waste?Viability: Can online grocery delivery generate sustainable revenue?Hypothesis: Online grocery platforms can create multiple revenue streamsValidate: What pricing model will make online grocery delivery financially sustainable while remaining attractive to consumers?Usability: Will customers find the online grocery shopping experience intuitive and user-friendly?Hypothesis: A well-designed digital platform can make grocery shopping easierValidate: How can we design an app/website that makes grocery selection as simple and enjoyable as in-store shopping?BREAKDOWN[ • HOW TO SPOT A GOOD IDEA • ] Good Ideas Only

WMBT: WHAT MUST BE TRUEThe WMBT framework helps organizations systematically validate critical assumptions underlying a strategic initiative by identifying and testing key hypothetical conditions.This framework provides a structured approach to systematically examining and validating strategic assumptions, reducing risk and increasing the likelihood of successful innovation.HOW TOIdentify Core Assumptions1. List all fundamental beliefs about the proposed strategy2. Convert each belief into a testable hypothesis3. Design experiments to validate or invalidate assumptionsKey Assumption Categories:• Market Demand• Technological Feasibility• Operational Capabilities• Financial Sustainability• Customer BehaviorHypothesis: {If we launch online grocery delivery, then 25% of millennials will use the service} Experimental Design• Minimum Viable Product (MVP) testing• Controlled market pilots• Quantitative and qualitative research methodsRecommended Metrics:• Adoption Rate• Customer Satisfaction• Cost per Acquisition• Retention PercentageObjective: Validate online grocery delivery conceptKey Results: 1. Achieve 15% adoption among target demographic 2. Maintain customer satisfaction score above 8/10 3. Keep customer acquisition cost under $50[ • HOW TO SPOT A GOOD IDEA • ] Good Ideas OnlyHyptothesis Formulation:{IF} X. {THEN} YValidation ApproachOKR ExampleMeasurement Framework