I am currently reading Ideaspotting: How to find your Next Great Idea by Sam Harrison. The book offers suggestions about how one can find creative ideas by looking at life in new ways. I came across one particular anecdote I'd like to share.

Liking broccoli is not the same as eating it.

A boy goes to dinner at a friend's house, and the mother asks if he likes broccoli.

"Sure," says the boy. "I like broccoli fine."

During dinner, however, the mother sees the boy hasn't touched the broccoli.

"I thought you said you likes broccoli," says the mother.

"Oh, I like it," replies the boy. "I just don't eat it." 

Sam's point, "watch what people do rather than just ask for their opinions. What they tell you often belies their behavior."

This is a great excuse to move from behind the computer, leave the concepting den and try something different than the traditional focus group session. If we take the time to watch our customers and observe their behavior out in the real world, rather than make assumptions from what has been reported, we may spot our next big creative idea.

Great advice.