If you want to innovate, you must create value. And if you want to create new value, you must change behavior.
Yet, the most common mistake in innovation seems to be a disregard for examining the barriers to new customer behavior.
Perhaps it's easier to tinker with a product or a service offering we created ourselves than it is to deeply understand what prevents your customers from using it.
Maybe it's because 75% or more of people in large organizations cannot explain how value is created.
If you want to innovate more reliably, focus more energy on overcoming barriers to adoption. It's rarely a bad investment.