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Painstorming is an opportunity recognition technique, and recognizing an opportunity is the first step in the innovation process (at least for a market-pull situation). The title of this technique is a combination of two words: 1) Pain and 2) Storming. The word “pain” helps us remember to look for issues that our potential customers would consider nuisances, annoyances, or inconveniences referred to as “pains.” The word “storming” reminds us of the familiar ideation technique known as brainstorming, although brainstorming is typically utilized when generating solution concepts, not during opportunity recognition. Painstorming focuses customer’s perspective and empathy for the customer is paramount to ensure the team is working on a significant unmet customer need. This module provides a structured process to identify new opportunities through painstorming.