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The creative process begins with the problem. Identifying it. Understanding it. And then defining it and re-defining it. When I’m working on a concept development team we spend a lot of time on the problem.  The first chapter of my book is devoted to understanding problems and how to define them. For example, In the 1920’s Henry Ford defined his  problem as “building the least expensive car.” And he did and was very successful. But William Durant over at General Motors defined the problem a little differently, he said “let’s build a car that people can afford.”  This led to a huge innovation … the formation of GMAC and the financing of automobiles. GM was able to make much more interesting cars and make them affordable through monthly payments.

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