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.

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

  1. 1. HOW TO PRODUCE KICK-ASS IDEAS STOP WASTING TIME BY MAKING YOUR MEETINGS MORE PRODUCTIVE Flickr Image: @ bertboerland
  2. 2. The quality of your output will directly be influenced by the quality of the input. This presentation will guide you in how to prepare for and conduct ideation sessions. Let’s get started…
  3. 3. 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.
  4. 4. COMPETITIVE SCAN DISTILL RESEARCH EMPATHY MAPS PROTOTYPE THE BRAINSTORM PROCESS 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… INSIGHTS IDEATE
  5. 5. Competitive Scan How 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…
  6. 6. Lay your findings out on a wall or on craft paper. Mark all the category conventions that you see within the industry
  7. 7. 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.
  8. 8. GE WHAT WORKS MATRIX List all the steps involved in solving the problem you are brainstorming around Show examples of different companies who have solved that specific step 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.
  9. 9. Distill Research Can come from many different sources Existing from client 3rd Party – i.e. Forrester Reports Conducted on your own A 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.
  10. 10. Empathy Maps In order to create meaningful change you have to find the feeling. It starts with having a true empathy for your customers. Enter Empathy Maps.
  11. 11. How to Create Kick-Ass Empathy Maps 1. Populate each of the quadrants in the empathy map template with questions 2. Highlight any assumptions that the team wants to explore further 3. 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 divergence 5. 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.
  12. 12. Consumer Journey Wheels Once you have your empathy maps you may want to present your findings in a way the larger team can quickly understand. Enter Consumer Journey Wheels. Map out each stage of the consumer journey using happy, sad and neutral emoticons to show the different states from the consumer’s perspective.
  13. 13. The process so far should now help you avoid the most common mistake – TRUE BUT USELESS (TBU) INSIGHTS. HHI = $75,000 Target Audience = Busy Mom, Multi-Tasking TBU! If your brainstorm briefs are filled with this type of information you’re wasting your time and won’t get great ideas – remember the quality of your inputs is directly correlated with the output.
  14. 14. INSIGHTS COMPETITIVE SCAN DISTILL RESEARCH EMPATHY MAPS Using your competitive scan, any research you’ve distilled, and findings 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.
  15. 15. Idea Generation Time. What you will need: 1. A stopwatch – every activity must be timed 2. Sharpies – no pencils or pens, you don’t want to sketch details at this stage 3. Insights that you will form ideas around 4. Activities You’re going to generate ideas around a very specific problem and use the insights you’ve compiled to explore different solutions.
  16. 16. 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 shopping experience (problem) because shoppers hate searching for products in aisles (insight). Next, use one of the following tools to think/sketch/design ideas…
  17. 17. If you don’t know Leah Buley, you should. She’s amazing. Find templates like this one on her personal site http://www.ugleah.com//Work.asp DESIGN THE BOX. What would your solution look like if it was a product? What would you say on the front and back?
  18. 18. Template from: http://www.ugleah.com//Work.asp 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). SKETCH.
  19. 19. Stephen Harper Lady Gaga Novice Tech Savvy Individual Social SPECTURMS. Sketch your ideas at different extremes. What would your solution look like if you were designing it for a novice vs. a tech savvy person?
  20. 20. What would your concept’s coming soon page look like? What are the benefits? What the most important thing you would want to communicate? COMING SOON PAGE. Check out unbounce.com or launchrock.com for examples of coming soon pages.
  21. 21. BUILD. Use brainstorm cards to build on ideas or explore solutions from different perspectives. Check out mentalnotes.com for a set of 50 awesome insights based on psychology to help focus your thinking.
  22. 22. 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 physical representation of your ideas so that you can show them to your team, clients, target audience and get feedback.
  23. 23. Check out these two presentations from Travis Isaacs on Slideshare and get his templates. http://www.slideshare.net/tbisaacs http://travisisaacs.com/
  24. 24. Use Google SketchUp to quickly sketch product ideas
  25. 25. Use Unbounce to develop web ideas
  26. 26. COMPETITIVE SCAN DISTILL RESEARCH EMPATHY MAPS PROTOTYPE THE BRAINSTORM PROCESS I promise it will help you avoid looking at each other with blank stares in a boardroom because seriously, nobody enjoys that. INSIGHTS IDEATE
  27. 27. THANKS FOR READING. collidelabs.com | nish@collidelabs.com

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