We associate great ideas with lightning strikes. But the truth is a lot of great inventions come from dull aches. What’s hurting you? And how can you fix it? There might be a big crowd out there who wants that solution too.

The big problem with plans and goals: They lock you in. You put on blinders. You stop improvising. You don’t change direction. That’s bad, especially if you’re a company that needs to improvise and change with the times.