I read an article about Esther Hallam and how she created an organic infant formula brand born out of a mother’s frustration with what was available on the market. When Esther launched Nara Organics, it wasn’t driven by profit but by a personal need to find a high-quality, trustworthy formula for her daughter. That unmet need sparked a seven-year innovation journey.
It reminded me of a friend who began sewing his shirts due to dissatisfaction with what stores offered and eventually started a fashion brand where he made bespoke clothes for his customers. These are proof that, often, innovation begins with personal frustration.
This is an example of lead user innovation: when individuals create solutions for their own needs, and those solutions evolve into marketable products. We see this across industries, from home kitchens turning grandma’s recipes into consumer brands to tech founders building tools they wish existed.
The lesson? Some of the most innovative ideas come from non-traditional actors. These are ordinary people with extraordinary insight into real problems.
Sometimes, the best way to build a product the market loves is to build one you love first.
Learn more about our Mission and Vision to see how we align our insights with your goals.