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How to Produce Kick-Ass Ideas

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We've all been there. Sitting in a boardroom. Bored out of our minds in another "brainstorm". Waiting for the misery to end. ...

We've all been there. Sitting in a boardroom. Bored out of our minds in another "brainstorm". Waiting for the misery to end.

Get out of your rut and stop wasting time. Start producing kick-ass ideas today...what are you waiting for? Click the next button and let's get started...

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How to Produce Kick-Ass Ideas How to Produce Kick-Ass Ideas Presentation Transcript

  • HOW TO PRODUCE KICK-ASS IDEAS STOP WASTING TIME BY MAKING YOUR MEETINGS MORE PRODUCTIVEFlickr Image: @ bertboerland
  • The quality of your output will directly beinfluenced by the quality of the input.This presentation will guide you in how to prepare forand conduct ideation sessions. Let’s get started…
  • Let’s get a few things straight before we begin.Brainstorming is not:1. Getting people to sit in a boardroom and asking them what they think. That’s brain-dumping.2. About free-form ideas. Contrary to popular belief it does not work better when there is no process or parameters. That’s wasting time.3. About generating lots of random ideas. What’s the point of having lots of ideas that don’t solve your problem? That’s counter-productive.
  • THE BRAINSTORM PROCESSCOMPETITIVE SCAN DISTILL INSIGHTS IDEATE PROTOTYPE RESEARCH EMPATHY MAPS WHAT THE ?DF?!?@I DON’T HAVE TIME FOR THIS. THIS LOOKS LIKE A LOT OF WORK. CALM DOWN. YOU’LL SEE IT REALLY ISN’T…
  • Competitive ScanHow do you conduct a competitive scan?- Look for examples from within the category and outside of it- Use industry tools to help pull information quickly- Present your competitive review using the following different tools…
  • Lay your findings out on a wall or on craft paper.Mark all the category conventions that you see within the industry
  • Use a strategy canvas to represent your competitive scan.The horizontal axis maps key dimensions the category competes on and the vertical axis shows where each competitor plays. Find examples to support each point on the value curve.
  • GE WHAT WORKS MATRIX Show examples of different companies who have solved that specific step List all the steps involved in solving the problem you are brainstorming around Record what you find on the matrix.When you find a combination that seems to solve your problem, study it further to see exactly what your source did in order to succeed.
  • Distill ResearchCan come from many different sourcesExisting from client3rd Party – i.e. Forrester ReportsConducted on your ownA few guidelines:- Distill research down into a context document.- Goal of the document is to provide a condensed format for the entire group to read through and understand the most salient facts.- Document should be no longer than 2 pages.
  • Empathy MapsIn order to create meaningful change you have to find the feeling. It starts with having a true empathy for your customers. Enter Empathy Maps.
  • How to Create Kick-Ass Empathy Maps1. Populate each of the quadrants in the empathy map template with questions2. Highlight any assumptions that the team wants to explore further3. Go out in the field and interview the target audience to fill out the empathy map (use one map for each respondent)4. Review all of the empathy maps and look for areas of commonality and divergence5. 7 – 10 people is a good number of interviews for your purposes. Remember this is not meant to be statistically relevant. It’s about finding the feeling.
  • Consumer Journey WheelsOnce you have your empathy mapsyou may want to present yourfindings in a way the larger teamcan quickly understand.Enter Consumer Journey Wheels.Map out each stage of theconsumer journey using happy, sadand neutral emoticons to show thedifferent states from theconsumer’s perspective.
  • The process so far should now helpyou avoid the most common mistake –TRUE BUT USELESS (TBU) INSIGHTS. HHI = $75,000 TBU! Target Audience = Busy Mom, Multi-TaskingIf your brainstorm briefs are filled with this type of information you’rewasting your time and won’t get great ideas – remember the quality of your inputs is directly correlated with the output.
  • COMPETITIVE SCAN DISTILL INSIGHTS RESEARCH EMPATHY MAPSUsing your competitive scan, any research you’ve distilled, andfindings from the empathy maps develop a list of 3 – 5 insights.At this stage you want to re-group with your core team and go through all of your findings and insights.
  • Idea Generation Time.You’re going to generate ideas around a very specificproblem and use the insights you’ve compiled to exploredifferent solutions.What you will need:1. A stopwatch – every activity must be timed2. Sharpies – no pencils or pens, you don’t want to sketch details at this stage3. Insights that you will form ideas around4. Activities
  • Conducting the Session.Reveal the core problem everyone will be focusing on.Reveal one of the insights that you want people to think about.For example, we are going to focus on improving the grocery shoppingexperience (problem) because shoppers hate searching for products inaisles (insight).Next, use one of the following tools to think/sketch/design ideas…
  • DESIGN THE BOX. What would your solution look like if it was a product? What would you say on the front and back?If you don’t know Leah Buley, you should.She’s amazing. Find templates like this one on her personal sitehttp://www.ugleah.com//Work.asp
  • SKETCH. Sketch out your concept – describe what it’s like and what it does. (Don’t forget to time each exercise. A good time for everyone to sketch is about 5 minutes).Template from:http://www.ugleah.com//Work.asp
  • Stephen Harper Lady Gaga SPECTURMS. Sketch your ideas at different extremes. WhatNovice Tech Savvy would your solution look like if you were designing it for a novice vs. a techIndividual Social savvy person?
  • COMING SOON PAGE. What would your concept’s coming soon page look like? What are the benefits? What the most important thing you would want to communicate?Check out unbounce.com or launchrock.com for examplesof coming soon pages.
  • BUILD. Use brainstorm cards to build on ideas or explore solutions from different perspectives.Check out mentalnotes.com for a set of 50 awesome insightsbased on psychology to help focus your thinking.
  • LOW FIDELITY PROTOTYPES.Group the ideas from the brainstorm with your core team.Quickly prototype these ideas using the following tools.The goal of prototyping at this stage is to have a physicalrepresentation of your ideas so that you can show them toyour team, clients, target audience and get feedback.
  • Check out these two presentations from Travis Isaacs onSlideshare and get his templates.http://www.slideshare.net/tbisaacshttp://travisisaacs.com/
  • Use Google SketchUp to quickly sketch product ideas
  • Use Unbounce to develop web ideas
  • THE BRAINSTORM PROCESS COMPETITIVE SCAN DISTILL INSIGHTS IDEATE PROTOTYPE RESEARCH EMPATHY MAPSI promise it will help you avoid looking at each other with blank stares in a boardroom because seriously, nobody enjoys that.
  • THANKS FOR READING.collidelabs.com | nish@collidelabs.com