From BrainsBrains to Plans

Ideation Techniques for Filling the Portfolio Pipeline

Brad Barbera, Director of Product Development, NPDP

Please Note: The slides for this presentation are primarily graphical in nature. To fully understand the presentation, it is best to download it, open it up in PowerPoint, and view it in the "Notes View" format. Full speaker's notes are included there, explaining what was discussed in each slide.

AgendaAgenda

• Creating a Fertile Idea Climate

• Touch on Bottom-up Ideas

• In Depth on Top-Down IdeationIntroduce Plat-Storming™Explore Ideation Techniques

Fertile ClimateClimate

“The most exciting phrase to hear in science, the one that heralds new discoveries, is not ‘Eureka!’ but ‘That's funny...’”~Isaac Asimov

Fertile ClimateClimate

2)Culture

1)People

3)Vision

4)Strategy

Strategic ProcessStrategic Process

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”~Sun Tzu

Strategic ProcessStrategic Process

Potential Entrants

Buyers/Customers

Substitutes

Suppliers

Bargaining Power;

Offerings

Bargaining Power; Needs

IndustryCompetitors

Rivalry amongExisting Firms

Threat of SubstituteProduct or Service

Threat of SubstituteNew Entrants

Strategic ProcessStrategic Process

CORPORATE STRATEGY

PDSTRATEGY

Marketplace Creative Destruction

Linking PD StrategyTo Corporate Strategy“Most creative endeavors are somewhat unpredictable. They often seem ambiguous, hit-or-miss, trial and error. And unless people have a high tolerance for ambiguity, and get their security from integrity to principles and inner values, they find it unnerving and unpleasant to be involved in highly creative enterprises.”~Stephen Covey

Strategic ProcessStrategic Process

Define Your Platforms

Strategic ProcessStrategic Process

Define the Jobs to be Done•Functional

•Emotional

•Social

Bottom-Up Ideas Bottom-Up Ideas

“Chance favors the prepared mind.”~Louis Pasteur

Bottom-Up Ideas Bottom-Up Ideas

Strategy-Linked Ideation Strategy-Linked Ideation

©Dr. Robert Cooper and Dr. Scott EdgettStage-Gate International and Product Development Institute Inc.This article was published by the PDMA Visions Magazine, March 2008

Top-Down Ideation Top-Down Ideation

“An intelligent plan is the first step to success. The man who plans knows where he is going, knows what progress he is making and has a

pretty good idea when he will arrive.”~Basil S. Walsh

Top-Down Ideation MethodTop-Down Ideation Method

+

Plat-Storming™

Top-Down Ideation MethodTop-Down Ideation MethodP

latf

orm

s

Jobs to Be Done"A

problem well

stated is a

problem half

solved."~ Charles F.

Kettering

Executing the IdeationExecuting the Ideation

• Priming

• Facilitation

• Filtering

• Organizing

Executing the IdeationExecuting the Ideation

FacilitatorProcess Tools• Preparation• Recording• Ice Breaking/Pump Priming• Time Management• Brings Toys• Intimate Knowledge

Interactive Skills• Open Questioning• Listening/Recording• Encouraging• Energetic• Diplomat/Mediator

Personal Attitudes• Realistic Optimist• Humility• Objectivity• Patient

IdeatorsNumber • 7 ± (2 or 3)

Forum• Live• Electronic

Group Diversity• Function• Affiliation• Thinking Styles• Expertise

Individual Skills• Articulate• Constructive• Fun

Individual Attitudes• Willing• Optimistic/Tolerant• Thick-Skinned

Organizing

Venue• Open Space• Visual Stimulus• Toys• Magazines• Collaborative Pens and Paper• Individual Pens and Paper

Executing the IdeationExecuting the Ideation

Priming

“Mac”vs.

“Mc”

Executing the IdeationExecuting the Ideation

FilteringCluster

Sort

Select

Executing the IdeationExecuting the Ideation

Filtering1

2

3

45

6

78

9

10

1112

13

15

1617

18

19

20

21

2223

24

25

26

27

28

29

30

31 32

34

35

36

37

3839

40

41

42 43

4445

46

47

49

50

Executing the IdeationExecuting the Ideation

Filtering1 2 5 6 7 9 104 83

11 12 15 16 17 19 201813

21 22 25 26 27 29 3024 2823

41 42 45 46 47 49

504443

31 32 35 36 37 39 4034 38

Real-Life Example Real-Life Example

Forging the Strategic LinkForging the Strategic Link

To provide innovative workspace solutions that help people work more securely,

comfortably and confidently.

Fellowes Office Productivity Group Mission

Determining PlatformsDetermining Platforms

Ergonomics Organization

Platform X Platform Z

Defining the Jobs to Be DoneDefining the Jobs to Be Done

WHO? WHAT? HOW? WHERE?

Functional Emotional Social

Framing the QuestionsFraming the QuestionsPl

atfo

rms

Jobs to Be DoneQuestion: How can a door-to-door encyclopedia sales person efficiently store and retrieve paper-based work components?

Assembling the Ideation TeamAssembling the Ideation Team

• 8 People

• Insiders and Outsiders

• Multiple Functions

• Creators

• Optimists

• Outgoing

• Willing and Able

Setting the AgendaSetting the Agenda

Introduction 9:00 – 9:20

Practice: “No” / “Yes and…” 9:20 – 9:30

Warm-Up 1: Mental Stimulation 9:30 – 9:45Technique 1: Brainwriting 9:45 – 10:15

Warm-Up 2: Balderdash 10:15 – 10:30Technique 2: Heuristic Ideation Technique 10:30 – 11:00

Break 11:00 – 11:15

Warm-Up 3: Who Are You? 11:15 – 11:30Technique 3: Role Playing 11:30 – 12:00

Introductions

• Name

• Role

• What would you name a pet aardvark and why?

Ground Rules

#1

Fear-FreeEnvironment

Ground Rules

#2 Suspend Judgment…

Ground Rules

#3 Don't Self-Censor

Ground Rules

#4 Build Together

Ground Rules

#5 Quantity over Quality

Ground Rules

#6 Have Fun

Practice: “No” / “Yes, and…”

Partner Up

One person says ideas for post-ideation celebration for 1 minute

Other person unconditionally shoots down every idea

Switch roles for 1 minute

Repeat for two minutes, but this time with a “Yes, and…” response

Warm-Up #1: Mental Stimulation

Memorize the Following Words:

Riddle

Summit

Create Reward

PicassoCelebrate

Comfortable

Humor

Healthy

Party

Platypus

Freedom

AcceptanceFriends

Michelangelo

Genius

Anteater

Clown Edison

Hulabaloo

Warm-Up #1: Mental Stimulation

How many of the memorized words are in the following list?

SummitSkillEdisonFriendCalmEncouragePicassoClimbCakeAchievementBraveryCapableMozartFamilySweet

CelebrationDaVinciAardvarkJokeMonetGeniusPoppycockInventLaughterPottyAgreementFunnyPlatypusBellCandle

CakeAcceptanceMimeBeethovenHolidayJoyHealthOrangutanPresentsHappinessComfortMountainUninhibitedClownTalking

ComfortablePeakOstrichRewardDecorationsFreedomRelaxedRembrandtOvercomeSharingRevealFlowComedyExcellencePositive

10

Ideation Technique #1: Brain Writing

Problem: How can a door-to-door encyclopedia sales person efficiently store and retrieve paper-based work components?

Idea 1 Idea 2 Idea 3

1

2

Bejettle ces proklevem vuduramos

Melonational verdicus bombasticality

Flee flow flum, gu hilp

schled

Chew lijna hemvil

cruquoten

Prekoznem veritaf

bologna sandwich

neffltezzer

Fliver flum flap quin quacker

Quantity Potential1 2 3 4 5

Uniqueness Potential1 2 3 4 5

Warm-Up #2: Balderdash

• Receive a bizarre word

• Write a definition (include your name)

• Pick the correct definition

• Earn points both for picking the real definition AND for fooling others

Example: Eremitea) A reclusive religious hermit

b) A semi-precious stone of quartz with copper impurities imparting a colorful luster

c) A small spatula-like device used to train Hungarian llamas

• Listen to all the proposed definitions

Ideation Technique #2: H.I.T.

Problem: How can a door-to-door encyclopedia sales person efficiently store and retrieve paper-based work components?

Object 1

Attribute 1 Attribute 2 Attribute 3

Ob

jec

t 2

Att

rib

ute

3A

ttri

bu

te 2

Att

rib

ute

1

SHOE

SQ

UID

ten

tac

les

flexib

lein

k

leather

fitted

protectiveMulti-armed

rotating file sorter with a base that fits into a car’s cup holder

Totally enclosed, waterproof, portable file sorter for carrying forms on rainy days.

Stretchable leather organizer that can slide over sample volumes

Quantity Potential1 2 3 4 5

Uniqueness Potential1 2 3 4 5

Warm-Up #3: Who Are You?

• Receive a name card on your back

• Figure out who is on your back by asking questions of other ideators

• When you are the one asked a question, try to respond as if you were the person named on the asker’s back

• Don’t ask the same person two questions in a row -- move around!

• When everyone has determined who was on their back, return to new seats (no one sitting next to anyone they normally work with)

Ideation Technique #3: Role Playing

• Divide into two teams

• Select a scribe

• Choose a character from the pot

• Problem: How can Big Bird efficiently store and retrieve paper-based work components?

• Pick a new character and repeat

Quantity Potential1 2 3 4 5

Uniqueness Potential1 2 3 4 5

Ideas: Nest-styled paper tray; “Mr. Snuffalufagus” high-security document holder that only he can see

• Rapidly brainstorm ideas

Cluster, Sort, Select

• Suggest favorite ideas and/or common themes observed

• Open discussion of merits

• Pick concepts believed to be worth sketching or developing further

Filters

Growth

Protect

Strategic

Financial

Technical

Global

Results

137 9 8

246 15 8

55 4 2

8 3 1

Plat

form

s

Round 1 Round 2 Round 3

Concepts

Global Appeal

Title US RankIntn'l Sub

Rank Global Rank

Ergonomic solution for flibeldyhoppers 2 1 1

Kandoobler Expansion Units 6 2 2

Desktop Armillary Spheres 1 6 3

Foot Rest with Shoe-Shine Attachment 8 3 4

Portable Prulimonator 8 3 4

Phyltrum Support 7 4 5

New Kitchen and Bath Additions Line 4 6 6

Magic Extra Work Hour 3 8 7

Quick-Reference Locator for Lost Car Keys 8 6 8

New Versace Fashion Suit with Pocket Organizers 8 6 8

Balderstodlemeisters with Built-in Widget Gadget 5 8 9

Under-desk Kitty Litter Deodorizer 10 5 10

Sitting System to Replace Chairs, Couches, and Yoga Mats 7 7 10

Work Reduction Product 6 8 10

Deluxe Privacy Stress Screaming Zone 8 7 11

Interoffice Electronic Voice Communication Device 7 8 12

Recommended Resources

Competitive Strategy by Michael Porter • The standard text on strategic analysis planning

Creativity by Mihaly Cziksentmihaly • Excellent insight into the psychology of creativity

The Innovator’s Toolkit by David Silverstein, Philip Samuel, Neil DeCarlo

• Great overview introduction to numerous concepts

http://www.mycoted.com/Category:Creativity_Techniques• One-stop shop for overview of many, many techniques

Brian.Glassman@Gmail.com• Brian has conducted extensive research into the ideation process, and would be happy to send

you his white papers and presentations

Contact Information

• bbarbera@fellowes.com

• www.BradBarbera.com

• 630-671-5109