Creating value requires new behavior

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.