Idea generation

cockedhatpocketInternet και Εφαρμογές Web

11 Δεκ 2013 (πριν από 3 χρόνια και 10 μήνες)

77 εμφανίσεις

Business 3215


Purposeful innovation


Road map from idea to commercialization


Ideas vs. Opportunities


Generating Ideas


What to Do when momentum is lost


Idea Generating Activity


Fibre is the focus


Screening Ideas for opportunities





Passion for the
Business

Product/customer
focus

Tenacity Despite
Failure

Execution
Intelligence

The Successful
Entrepreneur


IDEO


3M


Ideas


opportunities


feasibility


business
plan


implementation


evaluation


modification
-

management


Ideas

Opportunities

Feasibility Screening

(Proof of concept followed by

Financial viability screening)

Business Plan

Implementation

(financing, resourcing)

Evaluation


Brainstorming New
Product Innovations



Screening Those Ideas



Business Plan



Implementation

Creative / Soft
-
Thinking (Right
Brain)

-

brainstorm new product innovations

Logical / Hard
-
Thinking (Left
Brain)

-

formal business planning (opportunity
screening, market forecasts, financial
forecasts)

Identifying Viable Business Opportunities


Are a ‘dime a dozen’


Don’t fall in love with your own idea


Don’t hide it under a tarp in the back yard


Look before you leap (critically evaluate the potential
for the business before starting)


You have to screen from 100 to 1,000 different ideas
before you find a true opportunity that fits you in this
place and at this time.


Avoid the service industry in a declining economy


Avoid the retail industry in a declining economy


Seek value
-
added, export
-
oriented businesses selling
into growing markets


Ideas are “a dime a dozen”



Opportunities are business ideas that offer
the potential for a return on invested capital
that more than offsets the costs of that
capital on a risk
-
adjusted basis.

Ideas



Harvest heavy metal
contaminants out of
river bottoms using
plants


Opportunities



Sell pollution solution
technologies to
companies under
environmental cleanup
orders.


A motivated and large market of customers prepared
to pay any price for the product or service you offer


Repeated purchases are necessary for customers to
satisfy their demand


Significant barriers of entry for any potential
competitors preserving your market dominance for a
long period of time


Little or no capital investment required


High profit margin (Selling price less cost to produce)


Few employees and little demand on your time


Few customers, no repeat purchases, sporadic and
unpredictable demand


few barriers of entry for any potential competitors
making it easy for anyone to enter the market to
compete with you if you manage to develop the
market


Large initial and on
-
going capital investment
required


Low profit margin per unit (Selling price less cost to
produce)

SOFT


often circular

Non
-
judgmental
-

illogical


Metaphor


Dream


Humour


Ambiguity


Play


Approximate


Fantasy


Paradox


Diffuse


Hunch


Generalization


Child


HARD


Linear


critical
-

logical


Logic


Reason


Precision


Consistency


Work


Exact


Reality


Direct


Focused


Analysis


Specifics


Adult

Left
-
Mode

(Hard
-
thinking)


Verbal


Analytic


Symbolic


Abstract


Temporal


Rational


Digital


Logical


Linear

Right
-
Mode

(Soft
-
thinking)


Nonverbal


Synthetic


Concrete


Analogic


Nontemporal


Nonrational


Spatial


Intuitive


Holistic

Source: Betty Edwards, “Drawing on the Right Side of the Brain”

1.
Focus on the right answer

2.
That’s not logical

3.
Follow the rules

4.
Be practical

5.
Avoid ambiguity

6.
To err is wrong

7.
Play is frivolous

8.
That’s not my area

9.
Don’t be foolish

10.
I’m not creative


Techniques include:


Group brainstorming/lateral thinking exercises


Research


observation, enquiry, play, prototype,
experiment


Focus groups


Surveys


Analysis of and reflection on trends:


Economy


Society


social trends


Technology


Science


Political and regulatory changes



There is opportunity in change, chaos, complacency and even boredom.


Opportunities are spawned in


changing circumstances


chaos


confusion


inconsistencies


lags or leads


knowledge and information gaps


vacuums in industry or markets

Look for opportunities in the following:


things that ‘bug’ you


things that bother others or stop people from doing what
they want, when they want, and the price they want


new advances in science and technology


Solutions in one field being applied to another field


look for problems that need to be solved


changes in our world whether those changes be in:


demography


society


technology


science


politics


etc.

When brainstorming, start to combine ideas. Use
each as stepping stone to something else. Don’t be
afraid to experiment.


Example
:

Two ideas:
pealing paint and gun powder

----
I hate scraping old paint off the exterior of my house…..I wish
sometimes that I could blast it off!!! (Of course, that would destroy the
house….but…)

-

maybe there is an additive that could be put in the paint before it is
applied, that would allow us to trigger it’s easy removal.

Simile often give us ideas or insights that logical thinking cannot.



Fibre
is like

glue.


Different simile will give you a whole new perspective on what it is that you are
examining.



Fibre
is like

a sieve.



Fibre
is like

gossamer.




Use the insight provided by different simile to look for ideas!


Example: Dolby is like a sonic laundry. It washes out all the noise or dirt from the sound without hurting

the sound.


Use “What if” Questions


Play with the idea


Challenge the rules associated with the problem


Be a magician


Be a child


Be ambiguous…and look for the possibilities
(geeh…that pen is a pen, but it could be a pointer, a digging implement or
even a weapon or projectile)


Go “hunting” for ideas from other fields…ideas that
could be creatively applied to your field of interest.
(Like Guttenberg who used the coin punch and wine press ideas to invent the
printing press.)



At the edges of human experience: (at extremes)


when you are tired


when you are at rest


when you are pressed by a deadline or are stressed


when you are playing


when you are on vacation


when you are exercising


Usually NOT when you are doing routine things!!!!


Try doing something differently…live your day
backwards…break the routine!


Necessity is the Mother of Invention…but play must be the Father!



Requires creative thinking (soft
-
thinking)


Here are some suggestions to improve the
brainstorming process:

1.
Choose a facilitator

2.
Small groups work better than large.

3.
Freewheeling is encouraged


the wilder the idea the better.

4.
Brainstorm spontaneously, copiously

5.
No criticism, no negatives

6.
Quantity


the greater the number of ideas, the greater the
likelihood of finding useful ones.

7.
Record ideas in full view

8.
Invent to the “void”

9.
Resist becoming committed to one idea

10.
Combinations and improvements are encouraged


ideas of
others can be used to produce still other new ideas.


Identify the most promising ideas


Refine and prioritize


Like brainstorming
EXCEPT
criticism is
allowed.


Ask the question:


“In how many ways can this idea fail?”



After you have identified everything wrong about an
idea, you discuss ways to overcome these
problems.


Written form of brainstorming.
(Bernd Rohrbach


Method 635)


Use 5 minute intervals.


Works best with 6 member groups.


Each group member writes three ideas on small
card in each 5 minute period.


The card is passed to the next adjacent person


who writes down three new ideas on the same card


who passes it to the next person…until each form
has passed all participants.


Produce a list of problems with natural fibre.


Identify and discuss products in each category that have the
particular problem.


Example using food:


Psychological:


Weight


fattening


empty calories


Hunger


filling


still hungry after eating


Thirst


does not quench


makes one thirsty


Health


indigestion


bad for teeth


keeps one awake
-

acidity


Sensory:


Taste


bitter


bland


salty
-

sweet


Appearance


colour


unappetizing
-

shape


Consistency/Texture


tough


dry


greasy


Activities


Meal Planning
-

forget


get tired of it


Storage


run out


package would not fit


Preparation


too much trouble


too many pots


never turns out


Cooking


burns
-

sticks


Cleaning


makes a mess in oven



Example using food….continued:


Buying Usage:


Portability


eat away from home


take lunch


Portions


not enough in package


creates leftovers


Availability


out of season


not in supermarket


Spoilage


get mouldy


gets sour


Cost


expensive


takes expensive ingredients



Psychological/Social


Serve to company


would not serve to guests


too much
last minute preparation


Eating alone


too much effort to cook for oneself


Self
-
image


made by a lazy cook


not served by a good
mother



Developing a new idea through a list of related
issues:



Put to other uses?

New ways to use as is? Other uses if
modified?


Adapt?

What else is like this? What other ideas does this
suggest? Does past offer parallel? What could I copy?
Whom could I emulate?


Modify?

New twist? Change meaning, colour, motion,
odour, form, shape? Other changes?


Magnify?

What to add? More time? Greater frequency?
Stronger? Larger? Thicker? Extra Value? Plus ingredient?
Duplicate? Multiply? Exaggerate?



Developing a new idea through a list of
related issues:


Minify?

What substitute? Smaller? Condensed?
Minature? Lower? Shorter? Lighter? Omit?
Streamline? Split up? Understated?


Substitute?

Who else instead? What else instead?
Other ingredient? Other material? Other process?
Other power? Other place? Other approach? Other
tone of voice?


Rearrange?

Interchange components? Other
pattern? Other layout? Other sequence? Transpose
cause and effect? Change pact? Change schedule?


Reverse


Developing a new idea through a list of
related issues:


Reverse?

Transpose postive and negative? How
about opposites? Turn it backward? Turn it upside
down? Reverse roles? Change shoes? Turn tables?
Turn other cheek?


Combine?

How about a blend, an alloy, an
assortment, an ensemble? Combine units?
Combine purposes? Combine appeals? Combine
ideas?


Developing a new idea through a chain of
word associations.


A word or phrase is written down


then another
and another


Each new word attempting to add something new to
the ongoing thought process


Thereby creating a chain of ideas ending with a new
product idea emerging.




Developing a new idea by looking at
product combinations.

1.
Isolate the elements of the problem

2.
Find the relationships between these elements

3.
Record the relationships in an orderly form

4.
Analyze the resulting relationships to find ideas or
patterns

5.
Develop new ideas from these patterns.


Relationship/

Elements
-

Paper/Soap

Forms

Combination

Idea/Pattern



Adjective

Papery soap

Flakes


Soapy paper

Wash and dry travel aid


Noun

Paper soaps

Tough paper impregnated with soap
and usable for washing surfaces


Verb
-
correlates

Soaped papers

Booklets of soap leaves


Soap “wets” paper

In coating and impregnation processes


Soap “cleans” paper

Suggests wallpaper cleaner



Developing a new idea by group members
regularly recording ideas.


Use a small notebook that fits into a pocket:


Record


statement of the problem, blank pages and
any pertinent background data.


Each group member write their own personal ideas
three times each day.


Give to group leader at the end of the day


Group leader summarizes all material


Final creative focus group discussion with all
participants.


Developing a new idea by looking at the
positives and negatives.


List the attributes of an item or problem


Look at each attribute from a variety of viewpoints


Originally unrelated objects can be brought
together to form a new combination and possible
new uses that better satisfy a need.


Developing a new idea by thinking without
constraints.


Dream (imagine) about the problem and its solution
(think big)


Every possibility should be recorded and
investigated without regard to the negatives
involved or resources required.


Ideas should be conceptualized without any
constraints until an idea is developed into a
workable form.


Developing an idea by focusing on parameter
identification and creative synthesis.

1.
Parameter identification


Analyze variables in the situation to determine their relative
importance


Important variables are the focus and others set aside

2.
Creative synthesis


Relationships between parameters that describe the
underlying issues are examined.


Through evaluation of the parameters and relationships, one or
more solutions are developed; this solution development is
called creative synthesis.


Immerse yourself in the topic


Brain dump


Develop a number system


Have fun!


Change your location


Use a different technique


Take a short break and do something


If you are developing ideas about fibre:


Grab as much fibre as you can


Touch it


Smell it


Put it together in weird combinations


Talk to people who produce, use, modify fibre


Explore use of fibre in all aspects of human, animal, geologic
life


Talk to people who use fibre


Talk to people who convert fibre


Talk to people who hate fibre


Talk to textile experts


filter experts


basket weaving
experts


art teachers


artists


engineers
-

contractors


Each person has to write as many ideas as they can
on one filing card.


Cards are thrown into a hat


Cards are pulled out one at a time.


Group members then have to argue why the idea is
great.


The key is to generate as many ideas as possible.


Eventually the group can vote on the ideas they liked the most.


Identify six possible target markets for an application of fibre:


General public


Boat manufacturers


Chemical manufacturers


Fishers


Aerospace


Develop a list of possible features.


Coarse/soft


Conductive


Tensile strength


Elasticity





The group then has to develop as many ideas as possible using the
ingredients and the target market.


Repeat!

Out of 100 ideas or more, there may be only one or two real
opportunities.

Superior business
ideas

that have the potential to become
opportunities

have 4 anchors:


1.
They create or add
significant value

to a customer or end
user.

2.
They do so by
solving a significant problem
, or
meeting a
significant want or need
, for which someone is willing to
pay a premium.

3.
They therefore have a
robust market, profit margin
, and
moneymaking characteristics.

4.
They are a
good fit

with the founder(s) and management
team at the time and in the marketplace with a
risk/reward balance.



Technical feasibility



Requires no initial investment



Has a recognized, measurable
market



A perceived need for the product or
service is present



A dependable source of supply for
the required inputs is available




No government regulation




Requires no labour force




Provides 100 percent gross

margin





Buyers purchase frequently




Receives favourable tax

treatment




Has a receptive, established

distribution system




Has great publicity value




Customers pay in advance




No risk of product liability





Purposes:


fully examine the potential of an opportunity


identify key success factors


identify critical risk factors


guide the entrepreneur in start
-
up


raise capital


Involve all of the
management team in its
preparation


make the plan logical,
comprehensive and
readable
-

and short as
possible


demonstrate commitment


identify critical risks and
assumptions


disclose and discuss any
current or potential
problems in the venture


identify several alternative
sources of financing.


Spell out the proposed deal
and how investors will win.


Be creative in gaining the
interest of potential
investors.


Remember the plan is not
the business.


Know your targeted investor
group.


Let realistic market and
sales projections drive the
assumptions underlying the
financial forecasts, rather
than the reverse.


Don’t have unnamed,
mysterious people on the
management team.


Don’t make ambiguous,
vague or unsubstantiated
statements such as
estimating sales on the
basis of what the team
would like to produce.


Don’t describe technical
products using jargon that
only an expert can
understand.


Don’t spend money on
developing fancy brochures,
or other ‘sizzle’
-

instead,
show the “steak”


complete


short


integrated


prepared for the audience


organized