creativity and generating business ideas, 8th august 2010 by rajiv tandon
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Creativity and Generating Business Ideas
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Agenda
I. Innovation
• Responses to Changes
• (Actionable) Innovation
II. Ideation
• Sources of new Ideas– Users products/ services
– Improvements
– Government initiatives
– International trends
– Technology, R&D
• Ideation– Logical Methods
– Intuitive Methods
– Hybrid Methods
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Definitions
• Idea*– A thought; mental conception; mental image– A form, the look or appearance of things as opposed
to its reality – A plan; scheme; intention; aim
• Implement*– To carry into effect; to fulfill; accomplish
• Innovation* – Act of affecting change in the established order– Introduction of something newInnovation: An idea that is implemented
• Disposition– Inclination– Natural Fitness– Frame of mind
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(Actionable) Innovation
Innovation = Idea x Implementation
• It is not a “Eureka” (chance) thing
• Proven process for each of the four links of Innovation Process
1. Ideation: Quality and Quantity of Ideas
2. Key Ideas: Selecting the right projects
3. Pilot: Disciplined introduction of new initiatives
4. Improvement: Assimilation/ Commercialization
• Use a variety of methods and tools to make this activity efficient and without drudgery
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Ideation
• Sources of Ideas
• Targeted Ideation
• Enhancement of Ideas
• Screening of Ideas for Opportunities
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Implementation
• Enhancement of Opportunities
• Marketing Issues
• Financial Issues
• HR Issues
• Growth
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Innovation Process
Improvement
Resource Acquisition
Crafting
Business Plan
Opportunity Enhancement
Visualization
“Key” Ideas
IdeationTandon, 1994
Pre-Disposition
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Sources of New Ideas
• Users of education products and services– Existing
– Potential
• Improvements of existing educational products and services
• Government initiatives
• International trends
• Technology, R&D
• Other Sources– Markets
– Channels
– Distributors
– Supply and demand gap
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Basic Approaches
• Based on Whole Brain Model
– Logical Methods
– Intuitive Methods
– Hybrid Methods
• Each one of us prefers a few methods
• Add more tools to your tool box
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LOGICAL
ANALYTICAL
QUANTITATIVE
FACT BASED
HOLISTIC
INTUITIVE
SYNTHESIZING
INTEGRATING
PLANNED
ORGANIZED
DETAILED
SEQUENTIAL
EMOTIONAL
INTERPERSONAL
FEELING BASED
KINESTHETIC
A
B C
D
CEREBRAL MODE
THINKING PROCESSR
IGH
T M
OD
ELE
FT
MO
DE
LIMBIC THINKING PROCESS
Source: The Creative Brain, Brain Books, Ned Herrmann, 1990.
Whole Brain Model
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Logical Approach to Problem Solving
Mission
Situation
Analysis
Strategic
Issues
Objectives/
Goals
StrategiesProgram and
Support Plan
Priorities
Implementation
Control
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Attribute Listing
• Developed by Robert Crawford
• State Issue (problem or objective)
• List all characteristics related to the issue
• Systematically modify, focus, tackle each attribute
• Its’ never just one thing but usually a combination
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Benchmarking
• Identify an area of improvement
• Internal/Competitive/Functional Benchmarking
• Identify a “world class organization” doing that process particularly well
• Look at good processes in multiple organizations
• Bring back ideas from those organizations
• Implement in your own organization
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Six Sigma
• Developed by Motorola 1979 (Mikel Harry)• Business Process redesign to reduce cost and yet
increase quality• “Metrics” of relevance• Specific methods to recreate the processes so that
defects/errors do not arise in the first place• Tougher and tougher relentless questioning of
each process
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Logical Methods
• Left Brained, Analytical, Rational, Convergent• Derivatives of the Scientific Method
– Recognize a need– Define the problem– Develop a solution– Develop a method to test viability of solution– Apply methodology– Compare results with expected results– Summarize findings
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LOGICAL
ANALYTICAL
QUANTITATIVE
FACT BASED
HOLISTIC
INTUITIVE
SYNTHESIZING
INTEGRATING
PLANNED
ORGANIZED
DETAILED
SEQUENTIAL
EMOTIONAL
INTERPERSONAL
FEELING BASED
KINESTHETIC
A
B C
D
CEREBRAL MODE
THINKING PROCESSR
IGH
T M
OD
ELE
FT
MO
DE
LIMBIC THINKING PROCESS
Source: The Creative Brain, Brain Books, Ned Herrmann, 1990.
Whole Brain Model
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Improvement
Business Plan
Visualization“Key” Ideas
4-A Ideation
Resource Acquisition
Opportunity Enhancement
Crafting
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Analogies/ Metaphors
• Aristotle: New words puzzle, ordinary words tell us what we know, metaphors give fresh insight
• Valuable way to visualize and solve problems• Analogies: “this problem is like a time bomb”• Metaphor: “ All the world is a stage”
– Unrelated, non-traditional relationship
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Brain Storming• Developed by Alex Osborne• Five Key Conditions
1. Rule out criticism2. Welcome Freewheeling3. Generate many ideas4. Seek combinations and improvement of ideas5. Define the problem properly
• Key Skills: – Build your tolerance for “bad” ideas – Cross pollination
• Process– Few minute warm up session to loosen participants – Participants receive problem statement before session – Participants encouraged to bring some solutions – Leader restates the principle of deferred judgment – Introduce idea spurring questions, if bogged down
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Minify? Fewer? Subtract? Eliminate? Smaller?Lighter? Shorter? Thinner? Shallower?
Magnify? More? Add? Larger? Heavier? Stronger?Substitute? Who else instead? What else instead?
Other Place? Other time?Rearrange? Other layout? Other sequence? Stand vertically? Place
horizontally? Slanted? Parallel? Crosswise? Converge? Diverge? Intervene? Delineate? Border? Open? Close?
Reverse? Opposites? Turn backwards? Turn upside down? Inside out?
Combine? How about a blend? An assortment?Separate? Combine purposes? Combine ideas? Fractionate?
Assemble? Disassemble? Put to Other Uses? New ways to use as is? Other uses if modified?Adapt? What else is like this? What other ideas does
this suggest?Modify? Change meaning, color, motion, sound, odor, taste, form,
shape, temperature? Solidify? liquefy? Vaporize? Pulverize? Make disposable? Abrade? Lubricate? Insulate? Wetter? Drier?
Effervesce? Coagulate? Elasticize? Electrify?Change Time Element? Faster? Slower? More
frequently? Less frequently? Chronologize? Perpetuate? Synchronize? Anticipate?
Renew? Recur? Alternate?
Harden -- cream (instead of liquid) shampoo
Preform -- prefabricated houses
Disposable -- Clench-type bottlecaps, disposable diapers,
paper dresses, and tissues
Incorporate -- counting register on printing press
Parted -- tractor tread, split-level highway
Solidify -- soup and beverage mixes
Liquefy -- plant food chemicals
Vaporize nasal medication vaporizers
Pulverize -- powdered eggs, leaf mulcher attachment to lawn
mover, kitchen sink garbage disposal unit.
Wetter -- hydraulic brakes
Insulate -- food pads, thermal containers
Compress -- medicinal tablets
Effervesce -- analgesic preparations
Coagulate -- gelatin desserts
Elasticize -- bubble gum, belts
Electrify -- electric blanket
Heavier -- can opener with weighted stand
Some Idea – Spurring Questions
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‘Keep on the lookout for novel and interesting ideas that others have used successfully. Your idea is to be original only in its adaptation to the problem you are working on.’
Thomas Edison
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Different Worlds
• Go to a different world
– (Farming, Military, Business, Nature..)
• Look at a similar problem faced in that world
• How are they “solving” the problem?
• Generate lots of ideas
• Implement Key Ideas in your own world
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Inside Out Variations on:
Different Worlds
• Where else would this thing work?
• Create a product for the lowest rung.
• Solutions in search of a problem.
• Deep Dive (IDEO): deep research on product
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Outside In Variations on:
Different Worlds
• Alert Observations: Odd things, exceptions
• Job Rotation
• Fresh Eyes: New Employees
• Walk the Trade Show
• Reading Group or Book Club on a concept
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Role Playing
• Select a Role
• People: Florence Nightingale, Frank Lloyd Wright, Abraham Lincoln, Ben Franklin, Walt Disney, Thomas Edison
• Picture and get in the role of the person
• Look at the problem from this perspective
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Hindu MonkDonald DuckMother TheresaSalespersonJohn WayneZebraDQ OwnerOprah WinfreyFlying SquirrelWinnie-the-PoohOlympic AthleteDr. ZhivagoDragonMorticianHospital Patient Dilbert
Mae West
Prostitute
Michael Jordan
Captain of a Ship
Thomas Jefferson
Loch Ness Monster
KG Teacher
Fire Ant
SWAT Leader
Teenage Mutant
Ninja Turtle
Politician
Environmentalist
Mother Theresa
Ben Hur Dentist
Martin L. King, Jr.
TV evangelist
Landscape Designer
Ancient Explorer
Tammy Baker
Moses
Radio Disc Jockey
Michael Jackson
Jacque Cousteau
General Custer
Salesperson
Thomas Edison
Restaurant Dishwasher
Black Beard
Palm reader
Sleeping Beauty
Meteorologist
Bambi
Woman in Army
Tom Thumb
Circus Clown
Helen Kellor
Bob Marley
Stephen King
How would you solve this opportunity or think about this concept if you were one of
these people, animals or professions?
Role Playing (Examples)
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Variations on Role Playing
• Customer Perspective• What would Croesus do?
– Unconstrained customer: Croesus, a supremely rich king of Lydia (modern day Turkey) whose wealth came from mining gold in the river where Midas bathed.
• What would Donald Trump do?– Vast resources: connections, money and time
• What would Mr. Customer do?– Typical customer
• What would a poor beggar do?– Maximum amount of the key benefit for a minimum cost
• Play the Devil’s advocate– Assign someone to take an extreme negative position
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Paradox Management
• It is the organizing premise of the epoch– Mass Customization– Higher Quality at lower cost– Intuitive Logic– Co-opitition– Riches at the Bottom of the Pyramid
• Be prepared for the exact opposite of your plan• Irreconcilable concepts, if they are integrated, lead
to breakthrough ideas • From (One or other) to (One and other)
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Variation of Paradox Management• Flip it around
The opposite of a true statement is a false statement. The opposite of a profound truth may as well be another profound truth – Neils Bohr
– Let customer decide the price: Priceline– Mortgage that automatically adjusts the length of time with
changing interest rates without having to refinance– Good ideas are the ones left after you throw away the bad
ones
• How are customers misusing the product?– Using PAM on the lawnmower
• AsymmetryDeliberately break natural desire for symmetry– One way toll booth on Golden Gate bridge
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Intuitive Methods
• Right Brained, Integrating, Holistic, Divergent
• Derivatives of the Creative Process
– Problem Description
– Incubation
– Illumination
– Verification
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Hybrid Methods
• Hybrid, Accordion, Combination*
• Developing the other method (Logical, Intuitive) gives us more permutations/combinations
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IDEATION X IMPLEMENTATION
Improvement
Business Plan
Visualization“Key” Ideas
4-A Ideation
Resource Acquisition
Opportunity Enhancement
Crafting
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FACT PROBLEM IDEA SOLUTION ACCEPTANCE
IMP
LE
ME
NT
AT
ION
Hybrid Problem Solving Process
Look for opportunities/challenges
Choose a promising one
Identify/ examine
Prioritize
Start
Search for details/
relationships/
implications
Use all senses
Highlight key facts
Seek new ways
from diverse
perspectives
Choose best one
Generate many
alternatives
Choose most
promising for
evaluation
Examine
possible
solutions
Compare/
prioritize
Identify
objections,
acceptance
needs,
Seek resources,
Gain
commitment
Parnes - Osborne: Creative Problem Solving Process, 1992
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Principled Problem Solving
• Created by Barry Nalebuff & Ian Ayres– Break the practice into component parts in simple declarative
sentences
– Flip each part one by one
– Pick one or several that may be possible
• Auction/Dutch Auction:– An item is put up for sale
– An auctioneer proposes successively higher prices
– The last bidder wins
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Experience Engineering
• Created by Lewis Carbone
• Experience clues from customer perspective– Functionality (Logical)
– Emotional (Intuitive)• Mechanics (From things)
• Humanics (From people)
• Process:– Experience Audit
– Experience Motif
– Implement
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Problem Solving Techniques
Level Technique Logical Intuitive
1 Attribute Association Ind. Group
1 Analogies/Metaphors Ind. Group
1 Association Images Ind. Group
1 Brain Storming Group
2 Tour the Mall Ind. Group
2 Force Field Analysis Ind. Group
2 Different Worlds Ind. Group
2 Role Playing Ind. Group
2 Wild Ideas Ind. Group
3 Experience Eng Ind. Group Ind. Group
3 Alignor Ind. Group Ind. Group
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Ideation with New Information
Remain in
Business
5. People
Systems
Organizational Effectiveness
5. Restructuring of the
Industry
4. Restructuring of the
Organization
3. Growth and Increase in
Market Share
Operational Control
2. Asset Management
1. Process Management
Make Money
4. Megadecisions
3. Marketing,
Distribution,
Customer Service
Save Money
2. Financial,
Manufacturing
, Services
1. Administrative
5 Reaching the
Consumer
4 Enhancing Executive
Decision Making
3 Enhancing Products
and Services
2 Leveraging Investments
1 Reducing Costs
Functional Use Management Focus
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1. Initiation
2. Transition
Planning
3. Growth Planning4. Strategic Planning
5. Venturing6. Turnaround
Planning
BREAKPOINT
7. Portfolio Planning
Tandon, 1994
Ideation Under Changing Contexts
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Ideation Recap
• Good Projects are a two step process:1. Start with lots of ideas
– 4-A: Anyone can have ideas on Anything, from Anywhere, Anytime– Focus is on the Quantity of ideas and not their quality
2. Pick a few consensus “Key Ideas”• Remove duplicates• Reject the ones with low organizational energy• Assign “Low hanging fruit” • Propel or kill projects on risk alignment
• Strategy• Pre-disposition
• Key concepts:– Quiet time to reflect– Diversity of personnel, prevent hijacking by a few– Use wisdom of crowds– Different methods of generating ideas