Tip #1: Observe customers:
- Observe real people in real-life situations.
- Try to grasp what they like and hate.
- Search for things that make life easier or more difficult for them.
- What job are they trying to get done?
- Which of their functional, social, or emotional needs is your product or service not meeting?
- What is surprising about their behavior and different than expected?
- Become an anthropologist and intensely observe a customer or a potential customer to experience an entire product or service life cycle.
Tip #2: Observe companies:
- Pick a company to observe and follow.
- If possible, figure out a way to schedule a visit to the company and examine firsthand its strategy, operations, and products to look for cross-pollination opportunities.
- As you learn new things about it, ask: “Are there any ideas that could be transferred, with some adaptation, to our company or industry?
- How is this strategy, tactic, or activity relevant to my job, my company, my life? Are there ideas here for a new who, what, or how in my industry?
Tip #3: Observe whatever strikes your fancy:
- Set aside ten minutes each day to simply observe something intensively.
- Take careful notes about your observations.
- Then try to figure out how what you are seeing might lead to a new strategy, product, service, or production process.
- When you are out and about watching the world, jot down your key observations and thoughts on a notepad, and review your notes later, after a little time has passed.
- Keep a small camera (still or video) with you to take pictures of interesting things. The camera can remind you to observe and note what is going on around you.
Tip #4: Observe with all your senses:
As you search the world for surprises remember to engage all you senses