By this point, most businesspeople have spent some time interacting with ChatGPT, the chatbot developed by OpenAI that provides text responses to questions you type. But most have not yet explored its potential as an additional non-human “player” on your innovation team.
What exactly is ChatGPT? Here’s a lightly-edited version of ChatGPT’s own response to that question:
“ChatGPT is one of many Generative AI tools that create new content (including audio, video, images, code, text) from simple inputs. It leverages a large language model (transformer-based) trained by OpenAI, an artificial intelligence research laboratory. It is designed to understand natural language and generate human-like responses to a wide variety of questions and prompts. It is trained on a massive dataset of text, which allows it to draw on a wide range of knowledge and information to provide informative and useful answers.”
We’ve been talking to corporate leaders about their use of ChatGPT, and doing some experimenting ourselves, and put together this short guide to how to get value from it today as part of your insights, analysis, and front-end innovation work.
Experimenting with ChatGPT
ChatGPT has a wide range of potential use cases for innovation teams. It draws from data generated through 2021, giving it a wide sample to draw from. Innovators can use the technology for a number of reasons. Though generative AI may not be seeing widespread commercial adoption yet, it’s likely that it’s on its way there.
The questions or statements that you enter are called “prompts.” Here are some examples of innovation-related prompts:
- “Write a product spec for a new water bottle in this format:
- What
- Why
- How”
- “What are the Jobs to Be Done for energy drinks? Use ‘when I…’ ‘help me to…’ ‘so I can…’”
- “What is the difference in JTBD between Mountain Dew and Red Bull? Describe the functional, social and emotional JTBD.”
- “What are the changes in someone’s life that cause them to switch electricity providers?”
- “What would an electricity provider say to a potential customer to reflect why they should switch? (first person, 3-4 words per quote)”
For that last prompt, here’s what ChatGPT came up with:
“Lower your energy bills.” “Switch to clean energy.” “Better service, guaranteed.” “Flexible pricing options.” “No hidden fees.” “Join our sustainable community.” “24/7 customer support.” “Exclusive new customer deals.” “Easy online account management.” “Experience reliable energy supply.” “Upgrade your energy plan.” “We make switching easy.” “Get customized energy solutions.” “Choose the plan for you.” “Join the energy revolution.”
If you look at the quotes and decide that ChatGPT didn’t exactly give you what you were looking for, you can refine the prompt to reflect something more similar to what you need. In this case, you might clarify the results by asking ChatGPT to “Refine the quotes to focus on emotional JTBD.”
When we did that, ChatGPT produced the following output:
“Save money, feel empowered.” “Make a difference, go green.” “We care about you.” “Freedom to choose.” “Transparent and trustworthy.” “Together for a better future.” “We’re here for you.” “Join the energy movement.” “Manage your energy with ease.” “Relax, we’ve got you.” “Upgrade your lifestyle today.” “Take control of your energy.” “Personalized energy solutions.” “Find the perfect fit.” “Join our energy family.”
While it is important to think carefully about the first prompt that you enter into ChatGPT, it is equally important to understand how to guide ChatGPT using subsequent prompts to expand upon or redirect the content it generates initially.
ChatGPT’s responses to your can be formatted as plain text or in a table. You can wait for ChatGPT to complete its response or you can stop it from completing its response. You can then type in text asking ChatGPT to refine, redirect, condense, or expand upon its previous response, or you can enter a new question or statement.
It is also possible to ask ChatGPT simply to reformat output in bullet point or table form.
You can even ask ChatGPT to create a slide deck, based on its knowledge base (“Create a five-slide PowerPoint presentation on the key principles of design thinking.”) It will not add images, or deliver a PowerPoint presentation file, but it will suggest how to break up the content, and even suggest images you might consider adding. You can also upload an article or analysis you’ve written, and have it break that article up into slide-length chunks of text, again with suggestions for imagery (“a diagram showing different departments within an organization, including legal, IT, marketing, finance, and business units,” as an example.)
Because ChatGPT draws from an immense data set — albeit one presently limited to data from before 2022 — it has the ability to instantly generate insights in response to even highly specialized, narrow prompts, such as:
- “Create forces analysis as described in Bob Moesta’s books Demand Side Sales and Learning to Build that describe the customer electricity provider switching journey. Format results in a table.”
This is what ChatGPT generated for that prompt:
For an expanded example, please see the box “Extended ChatGPT Exchange – New Water Bottle” section at the end of this article.
ChatGPT’s Capabilities Relative to the Innovation Landscape
The extent of ChatGPT’s business innovation applications is hard to describe adequately. For example, ChatGPT instantly generates front end of innovation responses including the following – just a starter list:
- Target customer profiles, including functional, social and emotional Jobs to Be Done
- Customer solution objectives and attributes of ideal solutions
- Initial solution ideas including:
- New products and services and their differentiators
- Marketing campaigns and taglines
- Ideal online shopping and retail experiences
- Lists of conditions that would cause a customer to switch solutions (Push, Pull, Inertia, Anxieties)
- Customer journey stages (Inputs, Actions, Outputs, Outcomes)
- Experiments to test customer / Job to Be Done / solution matches
In response to the input of prompts like those examples presented earlier, ChatGPT nearly always generates relevant insights that are worth at least some consideration. Simultaneously, though, the insights should always be double-checked against human knowledge and expectations.
ChatGPT’s insights are frequently “good enough” to be framed as hypotheses for less experienced innovation teams to consider testing, but experienced innovation teams may dismiss certain hypotheses quickly because they have knowledge outside of ChatGPT’s data set.
Refining Prompts for Better Outputs
As shown earlier on in the article, refining a prompt can make a world of difference when looking at the output ChatGPT shares. If ChatGPT generates basic, uninteresting insights, innovation teams likely need to refine the prompts they are using.
This marks a shift in innovation team burden from having to generate initial hypotheses to having to shape the hypotheses that ChatGPT generates. It also brings forward a new skill innovators will need to be successful with generative AI: the knowledge of which prompts to use (and when to use them).
Since the differentiating value is currently in the prompts, teams may need to develop their own “art and science of prompts” skills and experience. This may result in the growth of things like “prompt training” courses and “prompt best practices” handbooks and guides. It may also give rise to specialized roles with particular knowledge of how to take advantage of ChatGPT and other generative AI tools.
Beyond the Prompts
But even after prompts have been refined, and ChatGPT has given more specific output to innovation teams, there is still work to be done.
Given that ChatGPT can generate endless content, teams will also need to develop and apply critical thinking and analysis skills to efficiently sift through the content and prioritize the most important “next step” activities to validate the hypotheses.
If and when those hypotheses get validated, teams also need to be able to translate the content into the communications and deliverables needed to advance initiatives inside large organizations. That can lead to resource commitments, which are required to develop the hypotheses into real, tangible business value.
Leadership’s Role in Generative AI Adoption
The use of generative AI tools such as ChatGPT to transform business innovation also has significant implications for business innovation leadership. Going forward, leaders will need to be able to help their teams understand:
- When to leverage such tools
- How to get the most out of such tools
- Why the tools are limited
- Where ignoring those limitations will create risk.
It is important for leaders and teams to consider that while some leaders and colleagues may appreciate an innovation team taking the initiative to use generative AI tools like ChatGPT, others may view it as problematic. In some academic, governmental and business environments, the use of ChatGPT is seen as “taking a short cut” at best and, at worst, as a form of cheating.
Innovation teams that repackage ChatGPT’s output without doing the underlying work, for example, may find themselves embarrassed by their inability to answer probing questions. That in mind, leaders and teams seeking to take advantage of generative AI tools should discuss the approach with those who are ultimately accountable for the work.
Generative AI tools like ChatGPT are already transforming how businesses innovate, and we have barely any understanding of the extent to which such tools can (and will) be used in this context and what the short, medium, and long-term implications will be.
But one thing has become clear: despite the unknowns, the rapid-fire race for creation (and adoption) of generative AI has shown no signs of letting up. Innovation teams — and enterprises as a whole — need to be testing and learning with generative AI.
Extended ChatGPT Exchange: New Water Bottle
| Prompt: Write a product spec for a new water bottle in this format: What Why How Response: Product Spec: New Water Bottle What: We are designing a new water bottle that can hold up to 24 ounces of liquid and is made of BPA-free, durable, and lightweight material. The bottle features a flip-top lid with a secure lock to prevent leaks, and it will be available in a variety of colors. Why: We aim to create a water bottle that meets the needs of people who lead an active lifestyle and require a convenient and reliable source of hydration. Our bottle will be suitable for outdoor activities, gym sessions, travel, and everyday use. By providing a high-quality, practical, and stylish water bottle, we want to encourage people to adopt healthier and more sustainable habits. How: To achieve these goals, we will focus on the following specifications: • Capacity: The bottle will hold up to 24 ounces of liquid, which is sufficient for most activities and can reduce the need for frequent refills. • Material: We will use BPA-free, food-grade plastic that is sturdy enough to withstand impact and wear and tear, but also lightweight for easy carrying. The plastic will be recyclable and environmentally friendly. • Lid: The flip-top lid will have a secure lock mechanism that prevents accidental spills and leaks, and it will be easy to open and close with one hand. The mouthpiece will be wide enough to allow for easy drinking and cleaning, but also tight enough to prevent splashes and drips. • Colors: We will offer a range of vibrant and trendy colors that appeal to different tastes and preferences, including black, white, blue, red, green, and pink. The colors will be resistant to fading and peeling, even with prolonged exposure to sunlight and moisture. • Design: The bottle will have a sleek and ergonomic shape that fits comfortably in the hand and in most cup holders. The surface will be textured and non-slip to enhance grip and prevent slipping. The bottle will be easy to disassemble and reassemble for cleaning and maintenance. Overall, our new water bottle will meet the needs of a wide range of customers who value functionality, quality, and style. It will be a product that people can rely on and enjoy using, whether they are hiking in the mountains, cycling in the city, or just working at their desk. Prompt: Refine the product spec to focus on female business travelers Response: Product Spec: New Water Bottle for Female Business Travelers What: We are designing a new water bottle that is specifically tailored to meet the needs of female business travelers. The bottle will have a capacity of 20 ounces and will be made of high-quality, durable, and lightweight material. The bottle will feature a leak-proof lid with a push-button opening mechanism, and it will be available in elegant and professional colors such as silver, rose gold, and navy blue. Why: We recognize that female business travelers face unique challenges when it comes to staying hydrated and healthy while on the go. Our water bottle will provide a convenient and stylish solution that is tailored to their needs. By providing a reliable source of hydration, we aim to help female business travelers stay energized, focused, and productive during their travels. How: To achieve these goals, we will focus on the following specifications: • Capacity: The bottle will hold up to 20 ounces of liquid, which is sufficient for most short and medium-length flights, train rides, and car trips. The smaller size also makes it easier to fit in a purse, briefcase, or carry-on luggage. • Material: We will use BPA-free, food-grade stainless steel that is durable, corrosion-resistant, and lightweight. The material will be easy to clean and maintain and will keep the liquid hot or cold for several hours, depending on the temperature. • Lid: The lid will have a push-button opening mechanism that is easy to use with one hand, and it will be leak-proof and spill-proof to prevent accidents and messes. The mouthpiece will be wide enough to allow for easy drinking and cleaning, but also tight enough to prevent splashes and drips. The lid will also have a lock feature that ensures it stays closed during transportation. • Colors: We will offer a range of elegant and professional colors that appeal to female business travelers, including silver, rose gold, and navy blue. The colors will be resistant to fading and peeling, even with prolonged exposure to sunlight and moisture. • Design: The bottle will have a sleek and slim design that fits easily in a purse or briefcase, and it will also fit in most cup holders. The surface will be textured and non-slip to enhance grip and prevent slipping. The bottle will be easy to disassemble and reassemble for cleaning and maintenance. Overall, our new water bottle for female business travelers will meet the needs of women who are always on the go and need a reliable and stylish source of hydration. It will be a product that is practical, functional, and elegant, and that enhances the travel experience for female professionals. Prompt: Refine the product spec to focus on female business travelers with the very important JTBD: “Help me look successful” Response: What: We are designing a new water bottle that caters specifically to the needs of female business travelers who want to look successful. The bottle will have a capacity of 18 ounces and will be made of high-quality, durable, and lightweight material. The bottle will feature a sleek and sophisticated design with a vacuum-insulated stainless steel body and a metallic finish that exudes elegance and professionalism. Why: We understand that female business travelers not only want to feel confident and healthy during their travels but also want to project an image of success and competence. Our water bottle will provide a convenient and stylish solution that helps female business travelers look successful and feel good about themselves. How: To achieve these goals, we will focus on the following specifications: • Capacity: The bottle will hold up to 18 ounces of liquid, which is sufficient for most short and medium-length flights, train rides, and car trips. The smaller size also makes it easier to fit in a purse or carry-on luggage. • Material: We will use high-quality, food-grade stainless steel that is durable, corrosion-resistant, and lightweight. The material will be easy to clean and maintain and will keep the liquid hot or cold for several hours, depending on the temperature. • Design: The bottle will feature a sleek and sophisticated design that exudes elegance and professionalism. The vacuum-insulated stainless steel body will have a metallic finish that is available in several colors, such as gold, silver, and rose gold. The surface will be smooth and shiny to enhance the bottle’s premium look and feel. • Lid: The lid will have a push-button opening mechanism that is easy to use with one hand, and it will be leak-proof and spill-proof to prevent accidents and messes. The mouthpiece will be wide enough to allow for easy drinking and cleaning, but also tight enough to prevent splashes and drips. The lid will also have a lock feature that ensures it stays closed during transportation. • Branding: The bottle will have a discreet and stylish branding that enhances the perception of success and sophistication. The branding will be minimal and tasteful, such as a small logo or a subtle engraving. Overall, our new water bottle for female business travelers who want to look successful will meet the needs of women who are ambitious, confident, and fashion-conscious. It will be a product that combines practicality and elegance, and that enhances the personal brand of female professionals. By carrying our bottle, female business travelers will project an image of success, competence, and refinement that aligns with their values and aspirations. |
