From Brains To Plans
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Transcript of From Brains To Plans
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
[email protected]• Brian has conducted extensive research into the ideation process, and would be happy to send
you his white papers and presentations
Contact Information
• www.BradBarbera.com
• 630-671-5109