2. Anchor needs in company and market reality

Needs analysis requires sufficient knowledge of past innovations, those of competitors, and of what already exists, to establish an inventory of real needs. This stage consists in asking detailed questions to better identify needs, desires and expectations, both inside and outside the company.

How can we visualize and share these needs in real time, using a common language for the whole team? Each participant builds his or her individual representation, then tells the others about his or her construction, using metaphors.

Start by analyzing needs based on individual constructions:

• what have been our past and present innovations, successful or less successful?

• what were the competition's?

Make an inventory of the needs, both...