With the entire world battling it out for consumer dollars, it comes at no surprise that creativity and innovations are increasing at a rapid rate. Understandably, this places increased pressure on businesses to act quickly for risk of being left behind, or worse, forgotten. The impulse for most people is to dive-in and start rapidly turning over stones for new ideas, to follow the shiny-new-object, or closely echo their competitors. Unfortunately, responding too quickly can be more disruptive and harmful than most people are aware. When you're exploring new innovative ideas, knowing the problem you’re trying to solve can force a natural process of elimination, in turn minimizing the overwhelming options, tempering creative impulses, and dismissing ideas that do not fit your purpose.

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