How to use Ideation to Link Strategy with
New Product Development
September 25th 2013
Live Tweet with us:
#NPDideas
Alan Keuneke
Innovation Consultant
Alan.keuneke@Sopheon.com
2.4%
4.8%
5.5%
6.7%
7.2%
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Market intelligence
Product development
process
Stra...
Sales & Marketing
(CRM)
Supply Chain
(SCM)
Operations &
Finance (ERP)
Engineering
(PDM)
The Innovation Gap
`
Stage/Phase-G...
5
Typical Challenges
Innovation Planning and Portfolio Management
1“Product Launches Hindered by Major Challenges”, CGT Se...
Various Sources including PDI, CGT, Sopheon Research, BCG, Booz, etc.
“Which ideas/concepts support
our strategic objectiv...
FOCUSED VS. FUZZY
Introducing
Ideation Focused vs. Fuzzy Front End
Approaches
• Focused (Top-Down)
– Focused idea generation that satisfies a specific n...
Focused vs. Fuzzy
• Focused:
– Alignment to Strategic Plan
– Alignment to Corporate Core Competencies
– Ideas Generated ar...
Focused vs. Fuzzy
• Focused:
– Alignment to Strategic Plan
– Alignment to Corporate Core Competencies
– Ideas Generated ar...
POLL QUESTION
IDEATION IMPORTANCE
The role ideation plays and it’s importance
Ideas manifest the plan
• Ideas are the link between the Strategic Plan and New
Product Development
• it’s the new project...
Best-Practice Companies: the Right Ideas
Taken to Development
No. of ideas that
make it to feasibility
No. of Ideas that
m...
Best-Practice Companies: the Right Ideas
Taken to Development
No. of ideas that
make it to feasibility
No. of Ideas that
m...
Best-Practice Companies: the Right
Ideas Taken to Development
No. of ideas that
make it to feasibility
No. of Ideas that
m...
IDEATION DEVELOPMENT
Best Practices
Five Principles of Effective
Idea Development
1. Ideation must be driven by strategy
2. Connect submitters to other knowle...
POLL QUESTION
Principles into Action
1. Ideation must be driven by strategy
• Market Plans
• Product Plans
• Technology Plans
Strategic ...
Principles into Action
1. Ideation must be driven by strategy
Define Alignment
to Strategy
Identifies Area
of Interest
• S...
• One or more
Events are
Initiated
• Each Event links
to Strategic Plan
Campaigns
Principles into Action
1. Ideation must ...
Principles into Action
1.
2. Connect submitters to other knowledge sources to
facilitate discovery
Community
Knowledge
Ide...
1.
2.
3. Create cultures that encourage ideation
Principles into Action
Collaboration
Public
Recognition
Contribution
1.
2.
3.
4. Design idea flows for consistency and efficiency
Principles into Action
Relevant, L
arge Set of
Related
Ideas
...
26
Principles into Action
Strategic Roadmapping
Portfolio/Resource PlansIdea Development
Gated Process Execution
Alan Keuneke, Innovation Consultant
www.sopheon.com
Alan.keuneke@Sopheon.com
Thank You for Attending
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How to Use Ideation to Link Strategy with New Product Development

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This webinar will be full of insightful information around creating a pipeline of innovative, high-value ideas and best practices for aligning your ideation process with your strategic initiatives. View the webinar in its entirety at http://budurl.com/yxu9

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  • How do you impact the success of new products?Through an effective Innovation ProcessWhat is the Innovation Process?Why focus on ideation efficiency?
  • We have discovered, in our work with clients a reluctance to seek more ideas for new products, markets, or features because they often cannot manage the quantity of ideas they already have. Instead we hear concerns at the executive level that they don’t feel the ideas being worked are the right ideas, or necessarily that the ideas should be represented in priorities established by the Innovation Teams. The question remains how good are the ideas and will they support a strong future and alignment to the strategic plans and roadmaps. Our (Sopheon) experience tells us that its not that there necessarily are no or limited ideas in our clients portfolio’s--- as much as the problem appears to me more directed at “how good are the ideas” and do they align or provide a positive outlook on the future and do they support the future goals set forth by the strategic plans/roadmaps of our clients.
  • Focused: Resources are focused toward providing ideas and solutions desirable by the company.
  • Fuzzy: Larger Quantity of ideas results in more time and money spent on projects that are not relevant.
  • We sum up these points in five best-practice principles.In our view, adherence to these principles is the difference between a portfolio of average ideas and a portfolio of great ideas….that become great products.As I introduce you to our solution, I will show how it helps you leverage these five principles to drive business benefit to your company…(CLICK) I will show you how it supports idea development via campaigns that push forward your corporate strategy(CLICK) I show you how Idea Lab automatically connects submitters to other knowledge sources and leverages those to develop ideas(CLICK) I will show how we enable cultures and communities to participate in innovation(CLICK) I will review how Idea lab uniquely enables a workflow of ideas in a way that is different from traditional Stage-Gate processes. And lastly (CLICK) I will how show how we make it easy to push those high value ideas to the execution stages of your product development processes.Transition: Let’s begin…
  • Poll Question:Which best describes the issues you are experiencing in your organization today?We don’t have a lot of projects or ideas to work; lack ideas availableWe have a lot of ideas and working many projects, but not sure we are working on the right projectsWe are working on valuable projects, but they don’t necessarily align to our strategic plan or core competencies
  • We sum up these points in five best-practice principles.In our view, adherence to these principles is the difference between a portfolio of average ideas and a portfolio of great ideas….that become great products.As I introduce you to our solution, I will show how it helps you leverage these five principles to drive business benefit to your company…(CLICK) I will show you how it supports idea development via campaigns that push forward your corporate strategy(CLICK) I show you how Idea Lab automatically connects submitters to other knowledge sources and leverages those to develop ideas(CLICK) I will show how we enable cultures and communities to participate in innovation(CLICK) I will review how Idea lab uniquely enables a workflow of ideas in a way that is different from traditional Stage-Gate processes. And lastly (CLICK) I will how show how we make it easy to push those high value ideas to the execution stages of your product development processes.Transition: Let’s begin…
  • We sum up these points in five best-practice principles.In our view, adherence to these principles is the difference between a portfolio of average ideas and a portfolio of great ideas….that become great products.As I introduce you to our solution, I will show how it helps you leverage these five principles to drive business benefit to your company…(CLICK) I will show you how it supports idea development via campaigns that push forward your corporate strategy(CLICK) I show you how Idea Lab automatically connects submitters to other knowledge sources and leverages those to develop ideas(CLICK) I will show how we enable cultures and communities to participate in innovation(CLICK) I will review how Idea lab uniquely enables a workflow of ideas in a way that is different from traditional Stage-Gate processes. And lastly (CLICK) I will how show how we make it easy to push those high value ideas to the execution stages of your product development processes.Transition: Let’s begin…
  • We sum up these points in five best-practice principles.In our view, adherence to these principles is the difference between a portfolio of average ideas and a portfolio of great ideas….that become great products.As I introduce you to our solution, I will show how it helps you leverage these five principles to drive business benefit to your company…(CLICK) I will show you how it supports idea development via campaigns that push forward your corporate strategy(CLICK) I show you how Idea Lab automatically connects submitters to other knowledge sources and leverages those to develop ideas(CLICK) I will show how we enable cultures and communities to participate in innovation(CLICK) I will review how Idea lab uniquely enables a workflow of ideas in a way that is different from traditional Stage-Gate processes. And lastly (CLICK) I will how show how we make it easy to push those high value ideas to the execution stages of your product development processes.Transition: Let’s begin…
  • We sum up these points in five best-practice principles.In our view, adherence to these principles is the difference between a portfolio of average ideas and a portfolio of great ideas….that become great products.As I introduce you to our solution, I will show how it helps you leverage these five principles to drive business benefit to your company…(CLICK) I will show you how it supports idea development via campaigns that push forward your corporate strategy(CLICK) I show you how Idea Lab automatically connects submitters to other knowledge sources and leverages those to develop ideas(CLICK) I will show how we enable cultures and communities to participate in innovation(CLICK) I will review how Idea lab uniquely enables a workflow of ideas in a way that is different from traditional Stage-Gate processes. And lastly (CLICK) I will how show how we make it easy to push those high value ideas to the execution stages of your product development processes.Transition: Let’s begin…
  • We sum up these points in five best-practice principles.In our view, adherence to these principles is the difference between a portfolio of average ideas and a portfolio of great ideas….that become great products.As I introduce you to our solution, I will show how it helps you leverage these five principles to drive business benefit to your company…(CLICK) I will show you how it supports idea development via campaigns that push forward your corporate strategy(CLICK) I show you how Idea Lab automatically connects submitters to other knowledge sources and leverages those to develop ideas(CLICK) I will show how we enable cultures and communities to participate in innovation(CLICK) I will review how Idea lab uniquely enables a workflow of ideas in a way that is different from traditional Stage-Gate processes. And lastly (CLICK) I will how show how we make it easy to push those high value ideas to the execution stages of your product development processes.Transition: Let’s begin…
  • We sum up these points in five best-practice principles.In our view, adherence to these principles is the difference between a portfolio of average ideas and a portfolio of great ideas….that become great products.As I introduce you to our solution, I will show how it helps you leverage these five principles to drive business benefit to your company…(CLICK) I will show you how it supports idea development via campaigns that push forward your corporate strategy(CLICK) I show you how Idea Lab automatically connects submitters to other knowledge sources and leverages those to develop ideas(CLICK) I will show how we enable cultures and communities to participate in innovation(CLICK) I will review how Idea lab uniquely enables a workflow of ideas in a way that is different from traditional Stage-Gate processes. And lastly (CLICK) I will how show how we make it easy to push those high value ideas to the execution stages of your product development processes.Transition: Let’s begin…
  • Transcript of "How to Use Ideation to Link Strategy with New Product Development"

    1. 1. How to use Ideation to Link Strategy with New Product Development September 25th 2013 Live Tweet with us: #NPDideas
    2. 2. Alan Keuneke Innovation Consultant Alan.keuneke@Sopheon.com
    3. 3. 2.4% 4.8% 5.5% 6.7% 7.2% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Market intelligence Product development process Strategic planning Technology and resource management Idea management New Product Performance: 5 Most Important Drivers Source: A.D. Little Innovation Excellence Study, 2005 Impact on Sales of New Products - % Increase
    4. 4. Sales & Marketing (CRM) Supply Chain (SCM) Operations & Finance (ERP) Engineering (PDM) The Innovation Gap ` Stage/Phase-Gate Decision Processes Concept Development Idea Development Identify Breakthrough Opportunities Market, Product & Technology Roadmaps
    5. 5. 5 Typical Challenges Innovation Planning and Portfolio Management 1“Product Launches Hindered by Major Challenges”, CGT September 2011 Gaps in Alignment - 94% have a gap in alignment between product development growth strategies Decision Making - 85% make investment decisions based on politics rather than data Too Many Low-Value Projects - 59% say their resources are “stretched too thin” because of too many active projects1
    6. 6. Various Sources including PDI, CGT, Sopheon Research, BCG, Booz, etc. “Which ideas/concepts support our strategic objectives?” “Which ideas/concepts are viable initiatives?” “Which metrics prove to be the most successful for the ideation stage?”
    7. 7. FOCUSED VS. FUZZY Introducing
    8. 8. Ideation Focused vs. Fuzzy Front End Approaches • Focused (Top-Down) – Focused idea generation that satisfies a specific need through events and campaigns – May combine idea development tools like clustering with on-line ideation communities • Fuzzy (Bottom-Up) – Unsolicited new product ideas come in from sales, R&D, customers and other sources for consideration by the innovation team – Typically supported through on-line idea submission to an innovation team
    9. 9. Focused vs. Fuzzy • Focused: – Alignment to Strategic Plan – Alignment to Corporate Core Competencies – Ideas Generated are developed into higher value ideas.
    10. 10. Focused vs. Fuzzy • Focused: – Alignment to Strategic Plan – Alignment to Corporate Core Competencies – Ideas Generated are developed into higher value ideas. • Fuzzy: – Large Quantity of Ideas – Requires a robust and disciplined screening process – Greater potential for ideas outside the current scope of the company
    11. 11. POLL QUESTION
    12. 12. IDEATION IMPORTANCE The role ideation plays and it’s importance
    13. 13. Ideas manifest the plan • Ideas are the link between the Strategic Plan and New Product Development • it’s the new project ideas that set plans into action • When executive teams see the ideas, it confirms alignment with their plans Ideas create a sense of security and insurance • encourages project priorities • poor projects are killed when other good ideas are in the pipeline • allows brand managers to know other projects can help support their targets Why is Ideation so important?
    14. 14. Best-Practice Companies: the Right Ideas Taken to Development No. of ideas that make it to feasibility No. of Ideas that make it to development Historical Best-Practice Companies Source: PDMA, PDI, Cap Gemini Ideas In 5% 2.5% 20% of resources spent on assessment of ideas How do they do it?
    15. 15. Best-Practice Companies: the Right Ideas Taken to Development No. of ideas that make it to feasibility No. of Ideas that make it to development Historical Best-Practice Companies Source: PDMA, PDI, Cap Gemini Ideas In 5% 2.5% 20% of resources spent on assessment of ideas How do they do it? • If 95% of ideas don’t even make it to feasibility, what is the quality of those ideas?
    16. 16. Best-Practice Companies: the Right Ideas Taken to Development No. of ideas that make it to feasibility No. of Ideas that make it to development Historical Best-Practice Companies Source: PDMA, PDI, Cap Gemini Ideas In 5% 2.5% 20% of resources spent on assessment of ideas How do they do it? • If 95% of ideas don’t even make it to feasibility, what is the quality of those ideas? • How would a Focused Front End affect the resources spent on idea assessment?
    17. 17. IDEATION DEVELOPMENT Best Practices
    18. 18. Five Principles of Effective Idea Development 1. Ideation must be driven by strategy 2. Connect submitters to other knowledge sources to facilitate discovery 3. Create cultures that encourage ideation 4. Design idea flows for consistency and efficiency 5. Ensure seamless transition to Stage-Gate® execution processes How to Develop Great Ideas… …That Become Great Products
    19. 19. POLL QUESTION
    20. 20. Principles into Action 1. Ideation must be driven by strategy • Market Plans • Product Plans • Technology Plans Strategic plan • Define Alignment to Strategy • Voice of the Customer Research • Establish Objectives Identifies Area of Interest • One or more Events are Initiated • Each Event links to Strategic Plan Campaigns
    21. 21. Principles into Action 1. Ideation must be driven by strategy Define Alignment to Strategy Identifies Area of Interest • Strategic Initiative Transparency • Identify how current innovation activities align to strategy
    22. 22. • One or more Events are Initiated • Each Event links to Strategic Plan Campaigns Principles into Action 1. Ideation must be driven by strategy Campaigns are a specialized, short duration Business Process in which a company seeks to create ideas focused on a specific Market Area, problem, product line, technology or business strategy.
    23. 23. Principles into Action 1. 2. Connect submitters to other knowledge sources to facilitate discovery Community Knowledge Idea Development Submitter
    24. 24. 1. 2. 3. Create cultures that encourage ideation Principles into Action Collaboration Public Recognition Contribution
    25. 25. 1. 2. 3. 4. Design idea flows for consistency and efficiency Principles into Action Relevant, L arge Set of Related Ideas Develop, C ombine and Increase Attractiven ess Resulting in a focused set of High Value ideas $ $ $
    26. 26. 26 Principles into Action Strategic Roadmapping Portfolio/Resource PlansIdea Development Gated Process Execution
    27. 27. Alan Keuneke, Innovation Consultant www.sopheon.com Alan.keuneke@Sopheon.com Thank You for Attending Stay up to date on upcoming webinars by following us @Sopheon

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