MARKETING 3.01Generate product ideas to contribute to ongoing business

success.

Performance Indicator: Identify methods/techniques to

generate a product idea.

Vocabulary Attribute listing Lateral thinking Analogies Associations Brainstorming Synectics Sketching and doodling Forced questioning Morphological analysis

Attribute Listing: is breaking the problem down into smaller and smaller bits and seeing what you discover when you do.

Lateral Thinking: involves approaching the issue from new illogical directions and using illogical methods to develop new ideas.

Analogies: comparisons between things which have similar features, often used to help explain a principle or idea

Associations:  a thought, idea, or feeling that is linked with an event

Brainstorming: identifying as many different ideas as possible during a certain time frame.

Synetics: making connections through the use of forced relations

Sketching and Doodling: techniques for putting ideas on paper very quickly. Sketching is freehand drawing which follows the rules for

technical drawings. It includes techniques for orthographic and pictorial drawing, including isometrics.

Doodling tends to be more freeform, but it can include sketching techniques.

Forced Questioning: uses basic question starters to develop original questions to ask and answer about the product opportunity.

Morphological Analysis: uses the same basic technique, but is used to create a new product by mixing components in a new way

Explain the role of criticism in idea creation

Due to criticism, many business professionals hold back when generating new product ideas.

They do not want to be ridiculed from their co-workers and supervisors.

As a result, there are many missed opportunities for ideas as every idea not spoken or shared is a potential product not realized.

Types of Brainstorming Techniques

Relay Brainstorming As its name implies, it is similar to a relay race. Multiple individuals from opposing teams respond in a

certain order with no assistance from his/her team. Round Robin Brainstorming

Does not involve teams Participants respond quickly when it is their turn.

Starbursting Participants draw a 6 point star with the product written

in the middle. On each tip of the star, write: who? What? Why? Where?

When? How? These questions help to develop ideas

Distinguish among free association techniques, forced relations

techniques, and analytical techniques used to generate business/product

ideas. Lateral Thinking

Approaching the issue from new illogical directions and using illogical methods to develop new ideas.

Ex. Free association and forced relation techniques

Programmed Thinking Techniques are logical and analytical Structured, organized ways to develop new ideas

and products.

Sources of Business/Product Ideas

Trends Fashion, television shows, music Health and fitness

Video games Fitness apps for smart phones Dance workout classes

Age of Population Baby boomers – largest segment of the

population

Sources of Business/Product Ideas

Customers Who better to tell you ideas than the

customers who buy your products? Marketers must be observant; watch their

customers; notice problems Marketers should use formal/informal

methods such as focus groups, surveys, comment cards.

Marketers should talk with other professionals who interact with customers regularly.

Sources of Business/Product Ideas

Existing Products Existing complaints about products Look for ways to improve your goods/services

even when there are no problems. Complementary Products

Those that go along with something else that already exists.

Substitute A product that takes the place of another

product.

Importance of evaluating a business owner’s strengths when generating business/product ideas

A business owner knows his/her own company’s strengths.

When generating business/product ideas, think about what the company does best.

How can you turn those strengths into successful products?

Pitfalls to idea identification

The fear of the unknown Risks associated with a new product Criticism or ridicule from

co-workers/supervisor Not being able to “think outside the box”

Importance of generating business/product ideas

Helps determine the long term survival, profitability, and success of a business.

Change in the market is constant; therefore, businesses must respond to or even anticipate those changes. If not, customers look to the competition.

To stay ahead of the competition. Product life cycles are shorter.

Methods/techniques used to identify business/product ideas

Mind Mapping A visual creative thinking technique. Generate ideas by making associations. Expands thinking and generates many ideas in a short amount of time.

Braindrawing Taking turns sketching or doodling Builds on the other’s drawings Study the doodles Determine how the shapes can be related to their product opportunity.

Free Association Allow the mind to wander Identify the first thing that comes to mind Record the flow of ideas Continue the process until a connection

Forced Questioning Similar to starbursting Basic questions develop into product opportunity questions Includes more than the 5 W’s More situational wording such as might, would, could

Methods/techniques used to identify business/product ideas Synectics

Derived from a Greek word meaning “bringing forth together” Making connections through forced relations. Time consuming but rewarding Excellent tool when other methods fail

Forced Relations Connecting two items or ideas that seem unrelated

Forced associations Forcing random words into associations about your issue. Similar to free association; however, makes connection between

the random word and the product opportunity No mind drifting

Forced Analogies Uses metaphors and similes to create connections. These connections may seem very different than your situation.

Marketing 3.01Generate product ideas to contribute to

ongoing business success.

Performance Indicator:Generate product ideas

Purposes of idea-generating methods/techniques

Ideation process is how many great product ideas originate.

Ideation is the process of generating and developing new ideas.

New ideas help determine a business’ long term success and profitability.

Customers’ needs/wants are constantly changing.

Advantages/disadvantages of idea-generating methods/techniques

Benefits Many ideas can be generated in a short time. Requires few material resources. The results can be used immediately or "preserved" for possible use in

other projects. Advantages

Is a "democratic" way of generating ideas (assuming a good facilitator). Is a useful way to get over "design" blocks that are slowing

development. The concept of brainstorming is easy to understand.

Disadvantages Requires an experienced and sensitive facilitator who understands the

social psychology of small groups. Requires a dedication to quantity rather than quality. Can be chaotic and intimidating to introverts. May not be appropriate for some business or international cultures.

Role of a facilitator in generating product/business ideas

Who Can Facilitate The basic brainstorming procedure seems simple enough that

anyone could facilitate a session, but the social dynamics of product groups are both complex and subtle so facilitators should have some training on how to:

Motivate participants. Keep the focus on the topic. Understand the issues that affect small group interaction. A facilitator also needs to understand how to organize and analyze

the data from brainstorming sessions. Facilitators must not let participants belabor their points or start

telling war stories. This can reduce the quantity of items and act as an inhibitor since the stories often include some subtle guidance or implied criticism.

Facilitators should avoid inviting someone that is generally feared by the group since this is likely to reduce the quantity of ideas.

Questions to ask to facilitate idea generation

A great question should be well-timed and carefully formed to test and pinpoint problem areas.

A great question will start the exploration process and facilitate further investigation and study of the problem.

Great questions will uncover facts. Use questioning words such as "What, What

if, Where, Why, When, and How", to develop quality questions.

Ask BOTH open-ended and closed-ended questions.

Questions to ask to facilitate idea generation

Clarifying questions – those that help ensure a full understanding of topics; essential for all team members to be working with common knowledge for planning problem solving.

Exploratory questions – emphasize possibilities that have not yet been discussed; enhance teams ability to find creative solutions.

Why questions – these examine the underlying rationale for actions, processes, or circumstances; useful for problem solving, planning and several other purposes.

Implement methods/techniques to generate product/business ideas

Focus Groups Brainstorming Problem inventory analysis For implementing, reference the article

listed in the following web address.http://www.innovationtools.com/Articles/EnterpriseDetails.asp?a=77