4 - Level 2

Summary

The two design stages of The Innovation Pyramid work together to ensure that a complete and detailed design is crafted before any implementation is attempted. The second design stage focuses on Solution Formulation. Before any solution is crafted, the general group directly suffering from the root problem is segmented and a target adopter segment identified. The target adopter segment is described psychographically--based on common unmet or under-met needs, wants and/or desires – versus demographically. Personification of this group segment allows the innovation designer to fully appreciated how the adopter will interact with their innovation. Just as the root problem was gradually honed in on, so too is its solution. A general approach to resolving the target adopter's issue that the designing organization is willing and able to pursue is first identified. A detailed solution is then crafted which has attributes or features that align with the adopter's specific needs, wants and/or desires. This alignment of solution features with adopter needs is at the heart of the innovation's value proposition. The entire pathway through this second stage of design, Solution Formulation, requires multiple, iterative, non-linear steps.