Zooming in too soon—how premature focus on trivial problems derails innovation

It’s natural to get excited about a clever idea—maybe a new app to help people exercise at home. You jump straight into focus, interviewing friends, colleagues, or survey respondents about their gym habits and exercise frustrations. Questions like 'What would help you go to the gym more?' elicit polite answers. People name time as their main block, you feel validated, and the next thing you know you’re building features to address what seems like a widespread pain point.

But here’s the catch: many of those you talk to weren’t thinking about fitness at all, or getting to the gym isn’t even on their list of real issues. When you zoom in on a presumed problem too quickly, you risk creating perfect solutions for people who never truly needed them. The 'top problem' in a narrow field may not matter, especially if the category itself isn’t a priority in their life.

Careful innovators start wide. They probe for top goals and annoyances, letting the conversation reveal if the space is even worthwhile to explore. If exercise, time management, or any domain you care about pops up naturally and is met with stories of failed attempts or frustration, you have a foothold. But if the strongest reaction is about work, family, or a broken dishwasher, you know to pivot your attention.

In business strategy, this tactic parallels 'needfinding'—a key concept in design thinking and behavioral science. By resisting the urge to zoom early, you trade false confidence for genuine learning, steering resources towards solutions that actually matter.

Before tossing your idea or solution onto the table, take a breath and open the discussion with broader questions. Let people talk about what’s really on their mind, listening for what comes up naturally and which topics carry weight. If a particular pain or wish is consistently mentioned, only then do you dig deeper with more specific questions. That way, you avoid tunnel vision and make sure your effort lands where it matters. Try starting broad in your next interview and see what you discover.