
Helps you create genuinely new products, services, or business models by stripping away industry assumptions and rebuilding from the fundamental human need your innovation must serve. Instead of improving what exists, you discover what SHOULD exist.

Requirements
TL;DR
How To Start
- Identify what you want to innovate on: OPTION A – EXISTING PRODUCT/SERVICE: What product or service do you want to reimagine? What market or industry does it serve? What is your current offering (if any)? OPTION B – NEW OFFERING: What market or industry are you targeting? What problem space interests you? What capabilities or resources do you have? OPTION C – BUSINESS MODEL: What type of business model do you want to create? What value exchange are you exploring? What customer segment are you targeting?Be specific about scope – innovation works best whenfocused on a defined target rather than "everything."
- Strip away product features to find the FUNDAMENTALhuman need your innovation must serve.Ask progressively deeper questions: LEVEL 1 – FUNCTIONAL: What does this product/service DO for people? What task does it help them accomplish? What problem does it solve? LEVEL 2 – EMOTIONAL: How does using it make people FEEL? What emotional state are they seeking? What emotional pain are they avoiding? LEVEL 3 – FUNDAMENTAL: What basic human need does this fulfill? (Security, connection, status, growth, autonomy, pleasure, meaning, efficiency, belonging)Keep asking "Why do they want THAT?" until you reacha need that cannot be reduced further.Examples of fundamental needs: – Uber: Not "transportation" but "time freedom" – Instagram: Not "photos" but "social validation" – Netflix: Not "movies" but "effortless escapism"
- Identify HOW the industry currently serves this need.List every standard practice, common approach, and"best practice" in your target market. DELIVERY CONVENTIONS: How is the product/service typically delivered? What channels are standard? What formats are expected? PRICING CONVENTIONS: How do competitors charge? What pricing models are standard? What is included vs. extra? FEATURE CONVENTIONS: What features does everyone include? What is considered "table stakes"? What features differentiate premium offerings? EXPERIENCE CONVENTIONS: What does the customer journey look like? What touchpoints are standard? What friction is accepted as normal? BUSINESS MODEL CONVENTIONS: How do companies in this space make money? What cost structures are standard? What partnerships are typical?Be thorough – list even the conventions that seemobviously necessary.
- Determine what is ACTUALLY true vs. what is merelyconventional. Focus on: HUMAN BEHAVIOR TRUTHS: What do we know about how humans actually behave? What psychological principles govern decisions? What patterns are universal across cultures/time? PHYSICAL/TECHNICAL TRUTHS: What physical constraints actually exist? What technical capabilities are now available? What has changed since conventions were set? ECONOMIC TRUTHS: What creates actual value for customers? What are the real cost drivers? What would customers pay more/less for? TEMPORAL TRUTHS: What conditions existed when conventions formed? What has changed since then? What will likely change in the next 5 years?For each truth, ask: "Is this truly fundamental, orcould this also be challenged?"
- Test each industry convention against fundamentals.For EACH convention from Step 3, ask: NECESSITY TEST: "Is this convention REQUIRED to serve the core human need, or is it just how things are currently done?" ORIGIN TEST: "Why does this convention exist? What conditions created it? Do those conditions still apply?" ALTERNATIVE TEST: "If this convention did not exist, what OTHER ways could we serve the same need?" IMPROVEMENT TEST: "Does this convention actually serve the core need WELL, or just adequately?"Categorize each convention: ESSENTIAL: Truly required by fundamentals LEGACY: Exists due to outdated conditions IMITATION: Exists because competitors do it ASSUMPTION: Never questioned, just accepted SUBOPTIMAL: Serves need but not well
- Using ONLY fundamental truths and essential elements,brainstorm radically different approaches. RULE 1: Forget existing products Do not think about what exists. Think only about the core need and fundamental truths. RULE 2: Start from the need Begin with: "A human needs X. Given what we know is fundamentally true, what is the BEST way to serve that need?" RULE 3: Question everything If you catch yourself thinking "but we have to…" – stop and ask if that is fundamental or convention. RULE 4: Generate multiple options Create at least THREE radically different approaches. Push for variety.For each innovation concept: – Describe the core idea – Explain what fundamental truths it builds on – List what conventions it eliminates – Identify what makes it different from existing
- Assess each first-principles innovation: NEED ALIGNMENT: How directly does this serve the core need? Does it serve the need BETTER than current? Rating: 1-5 DIFFERENTIATION: How different is this from existing options? Would customers immediately see the difference? Rating: 1-5 FEASIBILITY: Can this actually be built/delivered? What capabilities are required? Rating: 1-5 DEFENSIBILITY: Can competitors easily copy this? What creates sustainable advantage? Rating: 1-5 MARKET SIZE: How many people have this core need? Is the market large enough? Rating: 1-5Calculate total score and rank innovations.
- For your top innovation concept, design the simplestversion that tests the core hypothesis. CORE HYPOTHESIS: "Customers will prefer [innovation] over [current approach] because [reason tied to fundamental truth]." MINIMUM VIABLE VERSION: What is the simplest form that delivers the core value proposition? Strip away everything not essential to testing the hypothesis. KEY ASSUMPTIONS TO TEST: What must be true for this to work? Which assumptions are riskiest? How can you test them quickly? SUCCESS METRICS: What would prove the innovation works? What specific numbers would validate it? What would indicate failure?
- Plan how to bring the innovation to market: PHASE 1 – VALIDATE (Weeks 1-4): – Build minimum viable version – Test with small customer group – Gather feedback on core value – Decision point: proceed or pivot PHASE 2 – DEVELOP (Months 2-3): – Build full initial version – Refine based on learnings – Establish operations – Begin limited launch PHASE 3 – SCALE (Months 4+): – Expand market reach – Optimize unit economics – Build competitive moats – Iterate based on data
- After completing the innovation process: 1. Deep-dive on core need identification 2. Challenge more industry conventions 3. Generate additional innovation concepts 4. Refine minimum viable version design 5. Detail the innovation roadmap 6. Apply first principles to adjacent area 7. Document learnings for future reference 8. End the session
How AI Reads This Recipe
When to Use This Recipe
Recipe FAQ
A: You have found it when you cannot answer “why do
they want THAT?” anymore. Core needs connect to
fundamental human drives: survival, reproduction,
status, belonging, growth, pleasure, meaning. If
you can still ask “why” and get a coherent answer,
go deeper. Q: What if my innovation is too radical to execute?
A: This is common and valuable. First identify if it
is truly impossible or just unconventional. If
truly impossible today, ask what would need to
change to make it possible. Often a “radical”
innovation can be phased – start with a less
radical version that moves in that direction. Q: How is this different from regular brainstorming?
A: Regular brainstorming generates ideas within
existing assumptions. First principles innovation
first identifies and challenges those assumptions,
then generates ideas in a larger solution space.
The ideas are structurally different, not just
variations on existing themes. Q: What if I cannot think of any fundamentals?
A: Start with: What was true 10,000 years ago and
will still be true in 100 years? Physics, human
psychology, basic economics. What would remain
true if your industry did not exist? What do
children understand about this need before they
learn industry conventions? Q: Should I involve my team in this process?
A: Yes, but with structure. Different people see
different conventions as “obvious” – collective
analysis surfaces more. However, group dynamics
can suppress radical ideas. Consider: solo first
principles analysis, then group evaluation and
building on concepts. Q: How long until I know if my innovation works?
A: The MVP phase (4 weeks) should give initial
signal. Strong innovations show early traction
because they serve core needs better. If you
need to convince people your innovation is good,
you may not have found a true core need fit. Q: What if competitors copy my innovation?
A: If built on true fundamentals, copying is hard.
Surface features can be copied, but deep
understanding of core needs and operational
capability to serve them takes time. First mover
who truly understands fundamentals has advantage.
Also, continue innovating – do not stop at one. Q: Can I use this for incremental improvements?
A: You can, but it is overkill. First principles
is most valuable for breakthrough innovation.
For incremental improvements, simpler methods
suffice. Use this recipe when you want to find
something genuinely new, not optimize existing. Q: What industries benefit most from this approach?
A: Industries with many legacy conventions benefit
most: healthcare, education, finance, legal,
real estate, insurance. But any industry where
customer frustration exists signals opportunity.
If people complain about how things work, first
principles can find better ways. Q: How do I validate that a need is truly universal?
A: Test across contexts. Does this need exist in
different cultures? Different time periods?
Different demographics? True core needs are
cross-cultural and cross-temporal. If the need
only exists in specific contexts, you may not
be deep enough yet.
