Successful entrepreneurs know they have to innovate to survive, but they also know that chasing ideas blindly won’t lead anywhere worthwhile. From Rowan Gibson’s book The Four Lenses of Innovation (Wiley) come these approaches to innovation that leaders throughout history have used to break new ground:

• Challenge Conventional Thought – Artists, scientists, and business people have triumphed by turning “common sense” on its head. Look at what everyone believes and explore a different path, the way organizations like Netflix, Apple, and Southwest Airlines have shaken up their industries by trying something different.
• Analyze Trends – A great idea that doesn’t address a compelling need won’t get off the ground. Find out what customers are looking for now so you can take a new approach to fulfilling their desires, the way Air BNB and Uber have.
• Identify Useful Resources – You won’t get very far without assistance. Network and enlist the help of creative people to explore and adapt ideas and bring them to life, just as people like Walt Disney and Steve Jobs did when working toward their ambitious goals. Dedicated allies can help you locate what you need to move forward.
• Understand Your Users – Don’t innovate for the sake of doing something different. Focus on solving problems for people. Find out what frustrates them in your industry. They may not even be aware of what they’re looking for, so ask questions that target their underlying desires and work with them on developing solutions that no one else is offering.