Why we use sticky notes as part of the innovation process

Sticky notes. Yeah. What if we use sticky notes? Like, why can't you just, like, write on the canvas? Interesting question, right? The reason we use sticky notes is because the principle is that you're supposed to hold your ideas tentatively before you test them, so that after you test them, you can come and iterate, remove the sticky note, replace it with a new learning. But if we use the sticky note on a business model canvas, and then we never iterate, we. We might as well write the business plan. It's the same thing. And so using the sticky note is not what drives innovation. It is the behaviors that using the sticky note enables. That's what allows us to do iterative testing until we find something that works, that we can then scale inside our companies.