Brainstorming And Ideation Overview

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    Brainstorming And Ideation Overview - Presentation Transcript

    1. Brainstorming Approach March 4, 2008
    2. Goals for today
      • Define innovation and ideation – what’s the relationship between them
      • Look at different types of ideation
      • Review a best practices approach for ideation
      • Answer your questions about ideation and how we can help
    3. Definition of Innovation
      • Innovation has as many definitions as there are people in the room
      • We often use the word assuming other people have the same definition
      • It’s critical that everyone has the same definition for good communication
    4. OVO’s Definition
      • Innovation is people putting ideas into valuable action
        • Innovation is not just “creativity”
        • Innovation is not just idea generation
        • Innovation requires putting ideas into action – developing new products and services
        • Those new products and services need to drive value for the business
    5. Your Definition
      • What’s the common definition of innovation for Your Firm?
        • Should the focus be on disruptive or radical ideas, or incremental change, or both?
        • Should the innovators consider ideas that may become new products and services, new processes, new strategies/business models?
        • Who should be involved? How broadly is the innovation capability distributed? Internal only? Channels? Partners? Customers?
    6. Innovation and ideation
      • Brainstorming or Ideation ≠ Innovation
      • Think of innovation as a business process
        • Generating ideas happens first
        • Then capturing and evaluating the ideas
        • Then prototyping or market validation
        • Then transfer the ideas to new product development
        • Then the ideas are launched
      • All of these steps are included in an innovation process
      • Ideation is most relevant in the first phases
    7. Define brainstorming and ideation
      • Brainstorming is the generation of ideas, in a face to face setting
      • However, ideation can take place in a distributed fashion:
        • Distributed ideation, when the participants are available at the same time
        • “ Asynchronous” ideation or idea jams are generation events for distributed team members that last for several days or weeks
    8. Forms
      • Brainstorm – usually conducted with less than 15 people, in a room, writing ideas on a flip chart
      • Ideation – usually conducted online, in a distributed fashion.
        • Live
        • Or as an Idea Jam
    9. Live Distributed Ideation
      • A team forms and generates ideas, but they interact in a distributed basis.
        • For example, individuals from London, Raleigh and Palo Alto can all “meet” to submit ideas online at the same time
      • The same rules apply as in a face to face event
    10. Idea Jam – Distributed ideation
      • A team forms and generates ideas, but in a distributed fashion. Individuals can “check in” and submit ideas and “check out” over a period of days or weeks
      • Same rules apply, just a longer timeframe
    11. Other techniques
      • Mind Mapping – good visual technique typically used on an individual basis
      • Brainwriting – writing down ideas and passing them around rather than open dialog and discussion
    12. When to use each approach
      • Brainstorming
        • When the participants are co-located or can easily meet face to face
        • When the topics are more strategic and less breadth of perspective is necessary
        • When time is of the essence
        • When the subject is fairly specific
        • When the topic is proprietary or sensitive
    13. When to use each approach
      • Live Framed Challenge
        • When the participants are easy to identify but distributed
        • When time is of the essence
        • When you need to incorporate more points of view
        • When you want to include a partner or third party virtually
    14. When to use each approach
      • Idea Jam
        • When you need a broad audience or perspective
        • When the challenge or opportunity is less time sensitive
        • To encourage broad involvement or engagement
        • To incorporate more partners or consumers
        • When the topic or subject requires more thoughtful investigation
    15. Ideation Best practices
      • Planning
      • “ Framing” the problem or opportunity
      • Follow best practice ideation “rules”
      • Facilitation
      • Communications
      • Evaluation criteria / ranking or voting methods
      • Action after the event
    16. Best Practices - Planning
      • Three phases
        • Pre-work
          • Defining the topic
          • Identifying the participants
          • Establishing goals and timeframes
        • Ideation Event
        • Post-event
          • Ranking/evaluating
          • Taking action
          • Follow up communication
    17. Best Practices - Framing
      • Many ideation events are ineffective because there’s no clear problem or opportunity that all the participants agree on
      • We recommend a close “framing” of the problem, challenge or opportunity
        • First, define the topic as a POTT
        • Then, develop a framing document and other background detail
    18. Framing Problem/Opportunity/Trend/Threat
      • POTT stands for
        • Problem
        • Opportunity
        • Trend
        • Threat
      • What is your topic, and where does it fall within the framework?
    19. Framing Document
      • Goal: ensures that everyone who participates understands the goal of the brainstorm and the topic.
      • The framing document provides context so everyone starts from the same “page”.
      • The framing document also establishes scope , so the team knows what’s valuable and what’s expected
    20. Framing
      • Ideation is often unsatisfactory because the participants don’t understand the opportunity or problem
      • Framing the problem, providing background and scope, helps set the stage and get everyone on the “same page”
      • It indicates the types of ideas that will fulfill the challenge and keeps people within certain guidelines
    21. Brainstorming Rules
      • There are accepted best practice rules for ideation:
        • Every idea is a good idea
        • The ideas belong to the group, not to an individual
        • Generate a lot of ideas
        • Don’t worry about duplicates
        • Encourage “wild” or strange ideas
        • Don’t judge ideas as they are being generated
        • Offer ideas and solutions, not problems or barriers
    22. Facilitation
      • An ideation event, like any good meeting, requires excellent facilitation
        • To encourage participation
        • Subtly redirect the conversation
        • To add ideas that may be controversial
        • To ask the “stupid” question
        • To elicit further thoughts or feedback from all participants
    23. Facilitation
      • Just like any well-run meeting, an event has a meeting facilitator who plans and conducts the event
      • Given the requirements of good facilitation, it is not easy for a person who has a “stake” in the idea or outcome to manage a brainstorm
      • Internal or external consultants can offer objectivity and encourage dialog when it would be difficult for internal resources
    24. Communications
      • Alert the team a week or two in advance of the event
      • Send a framing document several days before the event starts
      • Continue to communicate effectively during the event
      • Follow up to thank the participants and demonstrate action on the ideas
    25. Timeframes
      • Live brainstorm – from 30 minutes to two days, depending on framing and subject
      • Live ideation– generally no more than 2 to 3 hours
      • Idea Jam – 10 days or less
    26. Categorize/Group
      • Once the idea generation is complete, it makes sense to have the team
        • Provide more details about an idea where necessary
        • Categorize the ideas
        • Group ideas that are redundant or similar
    27. Evaluation Criteria
      • Determine how you’ll rank or evaluate the ideas before the event begins
        • Voting
          • “ Straight” voting
          • Preference voting
        • Ranking
        • Evaluation
      • Who does this, and what’s the process and timeframe?
    28. Best Practices Recap
      • Planning
      • “ Framing” the problem or opportunity
      • Follow best practice ideation “rules”
      • Facilitation
      • Communications
      • Evaluation criteria / ranking or voting methods
      • Action after the event
    29. Who to invite
      • When considering who to invite to a an ideation event, include:
        • Those immediately involved in the problem or opportunity
        • A broad cross-section of business functions – marketing, sales, customer support, etc
        • People within the channel
        • Customers
        • Experts
    30. Other items to consider
      • On-site versus off-site
        • How focused are your participants on their “day job”
      • Inviting customers and partners
        • Concerns about expectations
      • Inviting experts
        • Sometimes helpful to invite “experts” to participate
    31. About OVO
      • OVO is a consulting and software development firm helping our clients build sustainable innovation capabilities.
      • We work primarily with large, distributed organizations that seek to make innovation a consistent, repeatable capability
      • Our clients include many Fortune 500 companies and mid-sized ones as well
    32. OVO Capabilities
      • We help firms Innovate on Purpose™ by defining strategic goals and implementing consistent processes
      • Our capabilities include:
        • Facilitated Ideation
        • Innovation Process definition
        • Definition of roles and responsibilities
        • Assisting with culture, communication
        • Defining innovation metrics
    33. About Me
      • Jeffrey Phillips
        • One of the lead consultants from OVO
        • Active in a number of innovation projects for Fortune 500 firms
        • Author of the just published book – Make us more Innovative
        • Author of the Innovate on Purpose blog and numerous magazine articles and white papers on innovation
    34. Wrap Up
      • Contact Us
        • By phone: 919-848-8675
        • By email: [email_address]
        • Web: www.ovoinnovation.com

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