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New Concept Ideation
New Concept Ideation 1
An Integrated Strategic Technology Planning
and Development Environment
New Technology
Concept Roadmapping
Ideation
Voice
of the
Customer
Stage Gate Intellectual
Technology Property
Development Generation
and Review
New Concept Ideation 2
Where Ideation fits
in the Big Picture Lean
Systems
Project
Profitable
Management
Growth
Idea Convert best projects into
Prioritization high impact products
Ideation Convert best ideas into
high impact projects
Voice of the Generate high impact ideas
Customer for high-impact problems/opportunities
Identify high impact
problems/opportunities
New Concept Ideation 3
Input Ideas: Output Ideas:
What is
• Many • Few
• Crazy Transform • New
Ideation?
• Stupid Inputs to • Different
• Bad Outputs • Good
• Random • Out-of-the-box
Ideation Project
Management
Ideation is a
Output ideas
formal,
ready to start
structured
development
process
projects.
New Concept Ideation 4
Four Goals of an Ideation Process:
To stimulate large improvements in -
1. Quality and volume of new ideas, Need systematic idea
- More good ideas per minute. generation and
prioritization processes.
2. Idea-to-project hit-rate,
- More good ideas end up in products.
3. Cross-linking of ideas to create new opportunities,
- Generate many new ideas in parallel – feed off each other.
4. Visibility of plans, activities, results, and methods,
- People can see that you are making good progress!
New Concept Ideation 5
WARNING!
• Ideation process is FUN!
• Work = Fun
• But it can look like you are NOT working.
• Fun = Work
• But this really works.
• We will try to prove this in this course.
New Concept Ideation 6
New Concept Ideation Process:
• Purpose
~ Generate breakthrough solutions (stimulates research).
~ Generate/discover new customer needs (stimulates markets).
• Desired Strengths
~ Improves effectiveness of “brainstorming” (good ideas per minute).
~ Liberates inventors from artificial/inappropriate constraints.
~ Inclusive - provides equal opportunity for all ideas/inventors.
• Potential Weaknesses
~ Can lack focus (afraid to miss cool ideas).
~ Can miss the customer value proposition (cool but useless ideas).
~ Needs a destination for ideas (good ideas can drift off into space).
New Concept Ideation 7
New Concept Ideation Process: • Crazy
Purpose • Stupid
• Bad
• Generate breakthrough solutions: • Random
• Not interested in incremental (small) changes,
• Looking for totally unexpected solutions,
• Drives research into new technology areas
(what must we work on?).
•Generate/discover new customer needs:
•Not just directed at known/existing customer needs,
•Discover = Find things that no-one has recognized as a need.
•Generate = Invent new needs, reveal new possibilities.
•Stimulates creation of new markets.
New Concept Ideation 8
New Concept Ideation Process:
Desired Strengths
• Improves effectiveness of unstructured “brainstorming”:
• More good ideas per minute per person,
• Captures what was said by who (for IP protection).
•Liberates inventors from artificial/inappropriate constraints:
•Eliminates assumptions about what’s “in the box”,
•Gives participants permission to think “outside the box”
•Inclusive - provides equal opportunity for all ideas/inventors:
•No person can dominate idea generation,
•No person can dominate idea selection.
•Highly democratic.
New Concept Ideation 9
New Concept Ideation Process:
Potential Weaknesses
• Can lack focus:
• Can get way out of the box, or into some totally different box,
• Tendency is to want to capture everything,
• “Lottery ticked innovation” – you may be a winner!
•Can miss the customer value proposition:
•Great idea, but who cares,
•Why are we doing this ideation session? For who?
•Can we really make money on this?
•Needs a destination for ideas:
•File cabinets full of posters.
•What do we do now?
•Where did I put that idea?
New Concept Ideation 10
Later we will show more about how:
• Weaknesses of Ideation are eliminated by other processes,
• Ideation eliminates weaknesses of other processes.
New Technology
Concept Roadmapping
Ideation
Voice
of the
Customer
Stage Gate Intellectual
Technology Property
Development Generation
and Review
New Concept Ideation 11
What Actually IS “Ideation”?
• Event (like a meeting):
• Defined start and stop points,
• Crazy
• 1 hour to 3 days, • Stupid
• Bad
• 5 to 100 people. • Random
• Purpose: Discover radically new problems and/or
invent new solutions.
• Objective: Efficiency - Increase rate of viable concepts per minute
vs. non-structured (brainstorming) approaches.
New Concept Ideation 12
What Actually IS “Ideation”?
Process: Systematic sequence of actions (vs. brainstorming).
- Clearly-defined event goals (Why are we doing this?),
- Measurable event objectives (What will we walk away with?),
- Specific event inputs and outputs (Document deliverables),
- “Standard” process actions, inputs, and outputs are adaptable to
accommodate different or changing event goals and objectives.
Implementation:
- Employs well-defined boundary conditions to keep event focused,
- Utilizes appropriate tools to enhance quality and productivity of
event,
- Typically employs well-trained, experienced facilitator,
- Typically employs multidisciplinary participants.
New Concept Ideation 13
High-Level View of Ideation Process
How will we
conduct event? 1. Planning We usually focus
on the Ideation
Who is doing Event,
what with what? 2. Preparation
And forget
Do it! about planning
3. Ideation Event and follow-
through
Make outputs
“actionable” 4. Post-Processing
Turn ideas Project Proposals
into reality
Stage Gate Processes
New Concept Ideation 14
Who are the Primary Ideation Process “Stakeholders”?
• Sponsor: The individual requesting the generation of new concepts
using the ideation process. Can be the person with the problem that
needs to be solved.
• Customer: The people responsible for planning and executing
projects that result from the ideation process.
• Ideators: The individuals that participate in the ideation event.
• Organizer: The person responsible for insuring that all steps in the
ideation process are executed in an appropriate manner.
• Facilitator: The person responsible for guiding the ideation
event.
Note: A particular individual may play more than one role in this process.
New Concept Ideation 15
An Ideation Framework: Stakeholder
Activity Sponsor Organizer Customer Facilitator Ideators
1. Plan 1.1 Sponsor comes forward Hi
1.2 ID problem/solution domain Hi
1.3 ID organizer Hi Hi
1.4 ID customer Hi Lo Hi
1.5 Define focus/theme Lo Hi Hi
1.6 Define outputs Lo Hi Hi
1.7 ID facilitator Hi Hi Hi
2. Prepare 2.1 Determine approach Hi Lo Hi
2.2 ID ideators Lo Hi Lo
2.3 Determine venue Hi Hi Lo
2.4 Select tools/techniques Lo Hi
2.5 Prepare materials Hi Hi Hi
2.6 Review materials Hi
3. Event Generate ideas Hi Hi Hi Hi
4. Process 4.1 Group/consolidate ideas Hi Hi Optional Optional
4.2 ID/prioritize "winners" Hi Hi Optional Optional
4.3 Select projects Optional Lo Hi Optional Optional
4.4 Define projects Hi
4.5 Hand-off to PROLaunch Hi
New Concept Ideation 16
Steps in the Ideation Event
1. Facilitator introduces:
A. Goal – Specific needs/problems we will be addressing,
B. Objectives – What we expect out of the event,
C. Support information – Support goals and objectives.
D. Participants – Participants introduce themselves.
2. Facilitator applies various techniques:
A. Facilitator describes technique to be applied in the session.
B. Participants generate ideas.
C. Ideas are summarized.
D. Ideas are grouped/consolidated.
E. Participants “vote” on ideas.
3. After all sessions have been run:
A. Ideas from all sessions are grouped/consolidated,
B. Participants “vote” to select top ideas to propose as projects.
C. Individuals that will prepare the projects.
New Concept Ideation 17
Here’s a good book that describes various ideation techniques:
99% Inspiration:
Tips, Tales & Techniques for Liberating Your Business Creativity
by Bryan W. Mattimore
Unfortunately, the book is out of print, but used copies are available.
We will use several of Bryan’s techniques in this class.
You can find a summary of Bryan’s techniques here.
New Concept Ideation 18
Short-Term Benefits of an Ideation Event:
• Discover/invent new, distinguishable and potentially
sustainable solutions to customer problems.
• Discover/invent unrecognized or new customer needs.
• Spread and confirm ideas generated elsewhere.
• Generate enthusiasm -> buy-in -> ownership of new
ideas.
New Concept Ideation 19
Long-Term Benefits of an Ideation Event
• Enhance networking among technologists.
• Establish a pan-organization (vs. location-centric)
technical community (in large companies).
• Improve employee satisfaction:
• Involvement (having an impact on the Big Picture),
• Security (focus beyond current problems).
• Get low-value ideas off the list once-and-for-all!
New Concept Ideation 20
