The biggest, most innovative ideas are what remain after looking beyond the little and incremental. Companies need to start with lots of ideas to find the best ones.
It is easy to gravitate toward a small opportunity when a much bigger one just requires a little more digging. It is also easy to distort an opportunity based on already having a solution that needs sales.

We take time to thoroughly understand the issues (opportunities or threats) before we jump to creating solutions. Obvious problems often have non-obvious solutions, so we get customers engaged in the difficult task of articulating what is wrong or missing and why.
This allows individual ideas that initially appear to be small or isolated to converge into big opportunities.

Our approach is all about getting to the root cause. This involves separating what people say they want, what they think they need, and what they are actually willing to do.
Recognizing how these three dimensions converge and conflict almost always reframes the perception, size, and potential solutions to opportunities a client previously thought they understood.