Distant search is central for exploration and innovation. Yet, as problem-solvers are unfamiliar with distant spaces, they often rely on readily accessible, obvious information to guide their search—constraining exploration and resulting in exploitative solutions. To enable problem-solvers to explore distant spaces, prior research suggests that problem-solvers gather feedback on solution-related aspects from distant experts who are familiar with such spaces. Contrary to this view, our global field experiment reveals that seeking feedback on problem formulations, rather than proposed solutions, leads to the implementation of more innovative (novel and useful) solutions. Post hoc analyses reveal that problem-solvers initially converged on obvious problem formulations but problem feedback enabled them to update their formulations and explore novel causes. In constrat, most of the problem-solvers who received solution feedback continued to address stereotypical, widely known causes. As a result, they implemented solutions that were similar to—and often less useful than—those existing on the market. Thus, our findings suggest that problem feedback is critical to innovation in distant spaces.
