Talk with the people who have the problem, and listen to what they have to say. Even though Paul Polak says it over and over again, it is still understated, possibly because it seems so obvious. Only by speaking to the people can one get an idea of what the real problems are. I consider this to be one of the most important cornerstones of social innovation. After all, without addressing the problem that plagues the client, "social innovation" is simply innovation. Many of the other secrets of innovation, such as culture, non obvious problems, existing platforms, and existing infrastructure, can be most effectively determined by talking to the people who come face to face with these factors everyday.
When a****sing the problem and the people facing the problem, talking with people and listening to what they say can provide invaluable insights that may be impossible to obtain by other methods. These insights can help avoid design flaws and pitfalls early on that may later become real problems that grind a project to a halt, or worse, cause harm. Of course this process isn't as easy as Polak makes it sound. Anyone can't go to any destitute village and interview the inhabitants and expect clear, accurate, and convenient answers. There are factors of language, culture, tradition, respect, history, and politics, any single one of which is nontrivial. Anyone looking for easy and quick solutions will likely be disappointed. However, when it comes to issues like international development, relief work, and human rights, it is far better for the agent to be disappointed early on when he faces a language barrier while trying to get to the truth of the problem than it is for the community to be disappointed when that agent skips that processes altogether and causes harm.
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