Hey startups, quit thinking outside the box and start exploring everyday innovation

“Think outside the box” is some of the worst advice I hear concerning innovation. Originating with 1970s management consultants, it offers the comfort of a familiar line, but it carries little actual meaning. It’s the equivalent of an overburdened teacher writing “Try harder” on a grade schooler’s report card. The advice is stale, overused, and provides no actual guidance.

Stop trying to innovate, and start solving problems

The lure of creating a new product or service that people don’t even know they want is enticing, but too many aspiring entrepreneurs waste time trying to change how we live. It’s much more profitable to focus on improving the mundane, just as Google did when it rolled out its conversational search, allowing users to perform search queries by asking questions and building upon past searches.

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