My Problem

For years I had pain in my foot and ankle that progressively worsened.  I searched for an innovative solution, trying expensive shoes and insoles of every kind.  I went to doctors and therapists.  I had custom insoles made that cost hundreds of dollars.  None of these things helped. Surgery to me was an unwanted risk.  I finally gave up and assumed that I would live the rest of my life with annoying and restrictive pain. 

An Underwhelming Vacation

One fall, my wife and I went on vacation in the mountains.  One of my favorite activities is hiking and I longed to hit the trails.  I knew that hiking was not an option, but I could tolerate some shopping, so I took my wife to the outlet mall. 

While sitting outside of a large, crowded craft store I noticed a small shop in the backside of a nearby building that advertised relief from various foot and leg pain.  I was reluctant to trust the signs and assumed that the cost would be unrealistic even if they could do what they proclaimed.  But my eyes were drawn to the storefront.  I studied the details of the building and tried to see what was inside.  A few people passed through those doors while I watched.  Curiosity got the best of me, so I got up and headed down the walkway. 

Cautiously Suspicious

The store was small but open with hardly any items on display.  A small counter and three chairs were lined up with painted footsteps in front of each seat where I assumed people could try on shoes. 

I walked up to the counter and told the salesperson that I was curious about the pain relief.  She politely smiled and gave me a 30 second rundown of the benefits while unwrapping a pair of insoles for me to see.  I smiled back cutting directly to the chase and abruptly asked the price.  She nonchalantly rattled off the price, under sixty dollars. 

I must have had a confused look on my face for a brief second, then thought to myself, there is no chance these insoles can help at that price.  I felt like I had tried every pair of insoles in that price range with no results.  I told her I’d be glad to try on a pair to see how they felt.  Yes of course, she said and strolled over to a shelf to get my size. 

A Great Innovative Solution

Three steps past the painted footprints and I could tell that my life had just changed.  I didn’t feel complete relief right away, but I knew that these insoles were different.  I could tell that I would heal wearing them which was something I had written off long before. For me the insoles were an innovative solution that solved a serious problem. Within six months my ankle and foot pain was a distant memory.  Today I remain a loyal customer and my wife and I went on to license them from the manufacturer!

Lesson Learned

The experience taught me that the best way to begin a business startup or create a new idea is to identify an important problem.  Then don’t halfheartedly solve it, rather create a great innovative solution that stirs passion in others.   When you feel that spark of excitement from a product, you’ll know that you are on the right track. The feedback from others that use your innovative solution needs to show that same level of excitement.  Harness that potential, get confirmation from potential customers, and then build a business or product that creates passionate followers.