Conventional research on problem-solving and innovation starts with the assumption that problems are identified. However, a significant portion of needs remain tacit and uncovered only through serendipitously, explaining important innovations such as Post-it notes, Botox, and Penicillin. This paper argues that fostering a culture of wonder in organizations can significantly enhance the potential for serendipitous innovation through the identification of need-solution pairs. Specifically, we propose that organizational wonder can encourage individuals to share knowledge of objects that may not have apparent problems to be solved and utilize the knowledge flexibly to associate them with tacit needs they experience. The process unfolds subconsciously and therefore avoids conscious, goal-driven, and narrow search based on explicit goals or capabilities.
