Idea generation

Idea generation is often called the "fuzzy front end" of the new product development process. A million dollar business, a successful website, a blockbuster movie and a top-selling product all have one thing in common: they begin with a great idea. It's essential to divide your session into separate ideation and selection (Idea screening) sections. During ideation, criticism, whether explicit or implicit, is banned because it interferes with creativity.

Modifying and Experimenting Idea generation techniques begin by gathering facts, details and other data. Modifying builds on what is known, while Experimenting combines the components in new ways. These techniques are more linear than intuitive in their approach to generating ideas. They take advantage of different ways of organizing known information so as to approach problems from new and more comprehensive angles. Using a logical pattern or a sequence of steps, they help focus the attention on where to look for innovations.

1. Modifying techniques
   • Force-field
   • Attribute listing
   • "SCAMPER"
2. Experimenting techniques
   • Matrix analysis
   • Morphological analysis
   • Alternate scenarios
3. Visioning techniques
   • Alter-ego
   • History of the future
   • Vision circle
4. Exploring techniques
   • Guided imagery
   • Nature symbol
   • Forced association

In reviewing the unconventional methods of these vanguard organizations, we found that, while innovation and breakthroughs can never be commanded from the top, leaders can do much to increase throughput of significant ideas. And indeed they must. We see these leading-edge organizations using seven key strategies for fortifying the idea factory:

1. Invite everyone in the quest for new ideas.
2. Involve customers in the process of generating ideas.
3. Involve customers in new ways.
4. Focus on the needs that customers don't express.
5. Seek ideas from new customer groups.
6. Involve suppliers in product innovation.
7. Benchmark idea-creation methods.

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