database concept fan

8/4/2019 Database Concept Fan

1/26


2/26

CFDatabase 65687201 Concept Fan

Car, train, plane, walk, etc. Travel roads, rails, etc. Travel North Arrive at Destination

Code # Ideas L Concepts # Directions L Objective

Specific, concreteways of putting aconcept to work

General method orway of doingsomething

Very broad conceptsor approaches

High Level ProcessFlow

Features without benefits have no relevancy; Benefits without features have no credibility.


3/26

CFExample 65687201

High Level Process Flow



A1A1 1 Working at home A Reduce the need to travel 1 Reduce the traffic load A Minimize traffic congestion

A1B2 2 Wireless Network Access B Working at home 1 Reduce the traffic load A Minimize traffic congestion

A1C3 3 Car pooling C Increase density per vehicle 1 Reduce the traffic load A Minimize traffic congestion

A1C4 4 Public transport C Increase density per vehicle 1 Reduce the traffic load A Minimize traffic congestion

A2A1 1 Stagger work hours A Reduce peak load 2 Improve flow along roads A Minimize traffic congestion

B1A1 1 In-Process Indicators A 1 B

C1A1 1 A 1 C

D1A1 1 A 1 D

1 How does this idea help? How does this concept help? How does this direction help?2

3

4

1


Objective control city traffic congestion Ideas

Directions Specific, concrete ways of putting a concept to work

road concepts or approaches It must be possible to implement an idea directly

oadest concept I can conceive idea (reduce traffic load) - working at home

ion - reducing the traffic load idea (increase density of people per vehicle) -

proving the flow along existing roads car pooling; public transportation

Concepts idea (reducing the peak load) - staggering work hours

ethods or ways of doing something Questions to ask

traffic load) - reduce the need to travel How does this help?

load) - increase the density of people per vehicle idea --> concept

along existing roads) - reducing the peak load concept --> direction

Specific, concrete ways ofputting a concept to work

General method or way ofdoing something

Very broad concepts orapproaches

Ensure accurate materialhandling

Improve flow of materialsthrough work areas

Well-maintained andexecuted productionschedule

Reduce office lead-timeswhich account for 50+% of

overall lead-timesRe uce o ice expenses sincethey can account for 25+% ofCOGS

How can this concept becarried out?

How can this direction becarried out?

How do I get to this point

(concept)?


(direction)?


(Objects)?


4/26


5/26

Overview 65687201 Concept Fan

Concept Fan-Achievement Technique

Provides framework for generating alternative ideas

framework forces alternatives by providing succession of fixed points

provides new focus points

concept - rewarding people who could drive into the city for choosing not

to do so

idea - ??? There may not yet be a feasible way of doing this.

This becomes a creative focus point.

Set out to find ways to do this.


6/26

Evaluation 65687201 Concept Fan

Evaluation procedure

not part of creative thinking

part of the assessment, judgment and decision capacity of an individual or

organization


to do so

Disasters attributable to poor assessment of creative possibilities

Judgment/decision system operating in organization should be used in final

assessment of ideas produce by creativity

Exception-organization deliberately decides to allocate a fixed

proportion of resources to creative ideas with high potential and high risk

Major Considerations

What are the benefits?

How large are the benefits?

Where do the benefits come from?How doable are the benefits?

Strong showing in the "benefit" area is required for idea to

have immediate value.

Does the idea actually work?

Can the idea be made to work?

Are the resources available for implementing the idea?

The resources may include time, money, people, technology,

mechanisms and motivation.

An idea may be feasible in itself, but the resources may not be

available to make the idea work.

Does the idea "fit" the needs of whomever is supported to

implement the idea?

The concept of "fit" includes strategy, policy, personalities,

agendas and so on.

Essential Factors

Fall-Back Position

Benefits

Feasibility

Resources

Fit


7/26

Evaluation 65687201 Concept Fan

Testability

Risk

The Final Decision

Make Idea Work


8/26

EndCategories 65687201 Concept Fan

Directly Usable Ideas

Ideas judged to have value and be directly usable

Idea may be used immediately or after more directly usable ideas


to do so

only these ideas go forward to the priority decision implementation

ideas still need to be subjected to testing or piloting

check out idea

build up basis of support for putting idea into action

test results can be much more motivating than idea itself

Idea workable and has value

Sense that idea could be revived and used in the future

Doesn't fit current needs/priorities

Idea remains on Back Burner for future will consider periodicallyNeeds More Work

Serious defects/insufficiencies

No fundamental impossibilities

Ideas shows potential

Do further logical and creative work on idea

Task force may be assigned to do further work

Powerful but Not Usable

Idea has great power but for a variety of reasons can't be used

Reasons: regulations, environmental concepts, very high risk factors,

cannibalizing existing products

Put ideas on file and look at occasionally since circumstances change

to make idea usable

Useful concepts may be taken from the idea and put into a more usable form

Interesting but Unstable

not "powerful"

"interesting" - open up many possibilities because of effect on perception

ideas stimulate and create value

End Categories


9/26

EndCategories 65687201 Concept Fan

even if never used

give ideas attention and keep around to review periodically

Weak Value

Idea is workable and fits organization

Weak value and suggested benefits

no reason/motivation to use such ideas

value may be underestimated-proposers responsibility demonstrate higher

degree of value

high novelty value attract attention and interest but idea may only have novelty

novelty only sufficient in world of advertising

Unworkable

fundamental impossibilities

deserve to be rejected

creative indulgence should not seek to keep such ideas alive


10/26

Benefits 65687201 Concept Fan

No benefits - not worth considering further

Value resides in the idea and benefits enjoyed by those affected by idea

Beauty-statue; benefits-tourists, photographers, artists and others affected by the beauty

Ideas have immediate value with a strong showing in the "benefit" area

to do so

Full range and extent of benefits need to be spelled out clearly with the logical and

information reasons given for why benefits are expected

Questions to ask to find benefits:

What are the benefits?

How large are the benefits likely to be?

Benefits(current exchange rates may be large and short-lived)

Benefits(low-cost production in certain country may not last)

Benefits(new financial concept may only last until competitors duplicate the concept)

Who would get the benefits?directly to producer due to lower costs and better profits?

buyer-terms of lower price, better quality or extra functions?

better design appeals to buyer and increased sales benefit producer

Concentrated detergent packs reduce handling costs for supermarkets (45%)

and distributors

Does new idea make life easier or more difficult for...

agents and brokers?

retailers?

Frequent maintenance or difficult to demonstrate provide not benefits to retailers

Benefits to environment may be real and also good publicity

Benefits


11/26

Feasibility 65687201 Concept Fan

Does the idea actually work?

Can the idea be made to work?

How much effort is going to be put into an idea to make it feasible?

If you perceive benefits to be considerable, then make much more effort to

to do so

find way make idea work

No point to go further - Some ideas not workable if they contravene some

basic principle (i.e. perpetual motion machines)

Idea may contravene some regulation or law

Efforts keep concept and change idea legal and fits regulations

Only insistence of entrepreneur may find way get it done

If benefits strong enough, then determined efforts can find way to carry out idea

Ex. "living benefits" in life insurance industry

Feasibility


12/26

Resources 65687201 Concept Fan

Do we have the resources to make the idea work?

time

money

people

to do so

technology

mechanisms

motivation

Do we want to allocate the resources to this idea?

What is the cost in...

Who is going to...

have to work on the idea?

be responsible for the idea?

What about the diversion of resources and effort from other activities and projects?always a matter of limited resources

all valuable and workable ideas have limits to possibility they are put into action

If resources available, then base decisions on priorities and comparisons

Realistic assessment of resources is critical since people typically grossly

underestimate the necessary resources

Ideas may be feasible but lack resources to make work

Resources


13/26

Fit 65687201 Concept Fan

Does the idea "fit" the needs of whomever is supposed to implement the idea?

Does the idea "fit" the type of organization?

Market newcomer trying to enter market vs. large organization with enough

conmarket muscle make idea work

to do so

Complex/very important issue

Does the idea "fit" .... of the organization?

strategy

policy

personalities

stock analysts' hopes

personality and ambitions of CEO and other decision makers

motivations of those immediately responsible for putting idea into action

and so on"Fit" difficulty - only traditional ideas seen "fit" usual behavior of organization

by definition, any new idea will not "fit"

new idea must fit style and motivation of organization

a very valuable and workable idea may fail if it lacks "fit"

Can idea be made to fit?

May be area for further effort

How much effort are we willing to put into making it fit?

What would be the best home for this idea?

"Best home" scrutiny - way assess most suitable home for idea

see where idea would fit

imagine ideal home and compare it to existing organization

Can we provide this sort of home?

Perceived benefits of idea need to drive any effort make idea fit

Fit


14/26

Essential Factors 65687201 Concept Fan

Essential Factors

Factors decide if idea is usable or not

if no essential factor, throw out idea

include essential factor


to do so

Necessary for life of idea; make idea work

profitability

compliance with regulations

acceptance by unions

defined market

some arise from way idea treated

adequate capitalization-vital factor-new business success

Fatal Factors

if idea contains these it can't workEnvironmental damage in many countries

Price too high

Hight legal costs and complications

Infringement of intellectual rights

Association with failing corporation

perceived cruelty to animals

exploitation of minorities

effort my be made to get rid of fatal factors

Flexibility

Future condiitions, competitors behavior and costs are uncertain

Values are changing

Difficult-predict-certain idea will work

Need for new ideas since not possible sit back avoid all risk by doing nothing

Can idea be modified to adjust to changing conditions?

Is the idea sufficiently flexible?

If competitors respond in one way, can idea be changed meet response?

If need change price, can this be done?

i l 6 68 20 C


15/26

Essential Factors 65687201 Concept Fan

Rigid ideas not good choices so important part design process build flexibility into ideas

If ideas doesn't work, can it breed whole number additional ideas

take advantage of momentum?

"son of Lassie"

"grandson of Lassie"

Can we turn a success-whole range of models?

If risk pays off, how maximize success?

F llB kT tM k W k 65687201 C t F


16/26

FallBackTestMakeWork 65687201 Concept Fan

Fall-Back Position

What is it?

Can we minimize losses?

Can we gain anything from attempt (perhaps learn something re: market)?


to do so

It's prudent to design fall-back position

Testability

Part of design process any new idea - think of its testability

Can this idea be tested...

in advance by "flying a kit" or press "leakage"?

by allowing soimeone else try it first?

through focus groups or in-store testing?

Values of Testing:See if idea works

Modify idea in accordance with feedback

Provide support for idea

Considerable creativity necessary to design practical and persuasive test procedures

Making an Idea Work

Sometimes a belief that a marvelous idea so good/powerful will drag everyone along with it

Belief is almost never the case so it's always necessary to "make an idea work"

Someone/group makes idea work when they decide idea is worth doing and are

determined to overcome obstacles/frictions

Diamonds not very beautiful in raw case

Diamond cutter's skill reveals diamond's beauty

Set out to make ideas work to reveal value of ideas

FallBackPosn 65687201 Concept Fan


17/26

FallBackPosn 65687201 Concept Fan

Fall-Back Position

What is it?

Can we minimize losses?

Can we gain anything from attempt (perhaps learn something re: market)?

Will failure of idea damage existing products, image or distributor relations?

It's prudent to design fall-back position

estability 65687201 Concept Fan


18/26

estability 65687201 Concept Fan

Testability

Part of design process any new idea - think of its testability

Can this idea be tested...

in a pilot plant?

in a consumer test market?

by sampling?

by consumer survey?in advance by "flying a kit" or press "leakage"?

by allowing soimeone else try it first?

through focus groups or in-store testing?

Values of Testing:

See if idea works

Modify idea in accordance with feedback

Provide support for idea

Considerable creativity necessary to design practical and persuasive test procedures

Risk 65687201 Concept Fan


19/26

Risk 65687201 Concept Fan

Risk

Risk factor underlies all...

judgments

decisions

evaluations

Design/assessement purpose-reduce risk

Types of risks that idea mayfail

prove much more expensive than hoped

cause damage (image, product liability, distributor/customer relations)

divert attention/resources vs other matters

get wrecked by unforeseeable change in circumstances

fail due to a failure of technology

trigger very effective competitive responses more than negate idea's value

fail for almost anything since future is uncertain

Handle risk in these ways:

be aware of possible risks

design fall-back positions & damage containment systems

reduce risk by testing/redesigning idea

early warning systems

be as informed as possible

insurance

quick reactions/responses

spread risk with parnters/joint ventures

assess risk/reward ratios

Final decision re: how much risk org. willing to take once all sensible things done to reduce/contain risk

If you can reduce the cost of new product introduction then there's less risk in such introduction

In the end, oranizations need to make "venture' or "entrepreneurial" decisions

How much available resources allocated to new ventures where potential reward is high but also risk factor?

Doing nothing is acceptance of high risk through inertia vs. avoidance of risk

Market loss to competitor is a risk if me-too product is too late or someone else develops new market.

FinalDecision 65687201 Concept Fan


20/26

p

The Final Decision

Decisions often just emerge as you examine ideas.

Idea must offer sufficient benefits to pursue it.

Many difficulties arise when you implement idea.

Consider fatal factors.

Consensus opinions can gradually emerge (Japanese style decision-making)

Use 6-Hat Thinking when you discuss ideas to utilize different thinking modes.Make conscious decisions if none made via evaluation process. Choose from these methods

Point System

Weight the different evaluation factors and each idea given points against each factor

Favored ideas emerge as leading contenders

Difficulties tend to arise as this system produces bland ideas since they score steadily in each area

Direct Comparison

Make between contending ideas or available alternatives

Note points of similarity and difference

Compare differing performances against evaluation criteria

Advantage: Allows consideration of factors other than those on any evaluation checklist

Advantage: Easier to assess ideas as a "whole"

Works best on "rejection" basis

Focus on risks/defects to provide rejection reasons for some contender

If you focus on good points it's very difficult to reject ideas due to reluctance to put aside ideas with potential

Hindsight Logic

Take each idea in turn, imagine it in use and explain to audience why chosen

List logical reasons why we chose idea to see if idea is strong or weak

Idea's appeal may be more emotional vs. rational; hope-based vs. supportable expectations

Often helps pull out ideas should be selected on grounds it can be explained

Danger: reject more unusual ideas where potential is high but grounds for support not strong

Emotions

All decisions are emotional in the end

Information/logic only put us in better position to exert our emotions

Seek out emotional basis re: decisions

Note basic underlying emotion that would drive a particular choice for each alternative

FinalDecision 65687201 Concept Fan


21/26

Fear

risk/blame-basis reject ideas/feel unenthusiastic re: them

can be driving force that leads to positive action

getting left behind

losing market share

attacked by competitor

Greed-positive driving force in this context; covers:willingness to grow

make things happen

increase market share/stock price

Laziness-drives many decisions as a disinclination to do/avoid anything different

preference-"quiet life"

New project demands attention, extra work uncertainty and even "thinking"

Reasons found to turn down ideas when basic reason is laziness

Questions to ask yourself:

Why do I like that idea?

Why do I not like that idea?

How much do fear, greed, and laziness contribute in each case?

Circumstances - framework can make choices easier

Under what circumstances would I...

choose this idea?

want to proceed with this idea?

Perhaps ideal circumstances...

can be provided.could never be provided.

MakeIdeaWork 65687201 Concept Fan


22/26

Making an Idea Work

Sometimes a belief that a marvelous idea so good/powerful will drag everyone along with it

Belief is almost never the case so it's always necessary to "make an idea work"

Someone/group makes idea work when they decide idea is worth doing and are determined to overcome obstacles/frictions

Diamonds not very beautiful in raw case

Diamond cutter's skill reveals diamond's beauty

Set out to make ideas work to reveal value of ideas

CFTemplate 65687201 Concep


23/26

Car, train, plane, walk, etc. Travel roads, rails, etc. Travel North


A1A1 1 A 1 A

B1A1 1 A 1 B

C1A1 1 A 1 C


Over-

Spec c, concrete waysof putting a concept to

workGeneral method or way

of doing somethingVery broad concepts or

approachesArrive at Destination - High

Level Process Flow

ConceptFan 65687201 Concept Fan
http://opt/scribd/conversion/tmp/scratch14492/http://opt/scribd/conversion/tmp/scratch14492/


24/26


High Level Process Flow -

Ideas Concepts Directions Objects

How does this help? How does this help?

How can this be carried out? How can this be carried out?

How do I get to this point? How do I get to this point? How do I get to this point?


Issues List

STCCF 65687201 Concept Fan
http://opt/scribd/conversion/tmp/scratch14492/http://opt/scribd/conversion/tmp/scratch14492/


25/26

Goal Arrive at Destination (Action, Object & Purpose)

How do I get to this point?

Action Steps

Directions (broad concept: travel north)

How can this be carried out?

What is this step designed to do?


Concepts (general method: travel roads/rails/air)

How can this be carried out?



Ideas (specific: car/train/plane)


Once I have accomplished thisstep, what result will I have?



STCCF 65687201 Concept Fan


26/26


CurentReality

database concept fan

Documents