To provide value, your venture needs to define a unique approach to solving a specific problem that matters. A distinctive approach—whether in process, target audience, execution, or positioning—are all ways a founder and their team can drive change where others have not succeeded, creating meaningful differentiation in an often-overlooked space. Note that a unique approach does not always need to reinvent the wheel or be completely novel to have impact or be profitable.

Answer the 5 W’s: the who, what, when, where, and why of your innovation. Reflect on how the solution addresses root causes, not just symptoms of the problem. Consider the broader system at play while also paying attention to the impact of people at the margins.

• Draw inspiration from successful impact models in other fields or cultures.
• Analyze the existing landscape—what have people already done or tried to address the problem?—and identify what the gaps are. 
• Invite people from your target population to help you define possible unique aspects of your approach.
• Emphasize real-world impact, not just originality, bearing in mind that impactful change does not require a novel idea and can be an iteration or implementation of an existing solution if applied to a new or underserved audience.
• Consider how your approach might uniquely empower communities to drive their own change.
• Think about how your solution could reshape systems and drive broader behavior change, rather than solely affecting individual users.