Ideation to Project Creation

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Presented PMI Central Virginia Chapter
July 16, 2003

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Ideation to Project Creation

  1. 1. Project Management Institute Central Virginia Chapter Wednesday July 16th, 2003Ideation to Project Creation Taming the “Fuzzy Front End” of New Product Development Greg Evans SheepShank LLC © 2003 SheepShank LLC
  2. 2. NO FUZZY FRONT ENDS NO NEW PROJECTS © 2003 SheepShank LLC
  3. 3. What is the Fuzzy Front-End ? How can the ProjectManager be effective ? © 2003 SheepShank LLC
  4. 4. Product Life Cycle Fuzzy Product Revenue Front-End Development GenerationIdea Program Product Manufacturing Commitment Availability Discontinue Technology Market © 2003 SheepShank LLC
  5. 5. Key Words: Ideation InventionInnovation © 2003 SheepShank LLC
  6. 6. Ideation The capacity foror the act of formingor entertaining ideas - Webster’ s © 2003 SheepShank LLC
  7. 7. Invention• New• Useful• Not obvious to someone skilled in the art © 2003 SheepShank LLC
  8. 8. Innovation“A novel combination of art, science, or craft employed to create the goods or services used by society.” Innovation Explosion - James Brian Quinn © 2003 SheepShank LLC
  9. 9. US Patent 5,996,127 Issued 1999 “Wearable device for feeding and observing birds andother flying animals” www.uspto.gov © 2003 SheepShank LLC
  10. 10. Innovation Invention with Positive ($$$)Economic Impact © 2003 SheepShank LLC
  11. 11. Effort / $ Invention Innovation Ideation Fuzzy Product Revenue Front-End Development Generation Program Product Manufacturing Idea Discontinue Commitment Availability © 2003 SheepShank LLC
  12. 12. Program Commitment Deliverables• Product Specification• Product Development Plan• Business Plan © 2003 SheepShank LLC
  13. 13. Product Life Cycle Fuzzy Product Revenue Front-End Development Generation Product ManufacturingIdea Program Discontinue Availability Commitment Decision Criteria ? • Return on Investment • Risk © 2003 SheepShank LLC
  14. 14. Risk ROI100% The Fuzzy Curve - Kim and Wilemon Decision to Gamble Return $0 Investment 0% Fuzzy Product Revenue Front-End Development Generation Idea Program Product Manufacturing Availability Discontinue Commitment © 2003 SheepShank LLC
  15. 15. Fuzzy Front End Nightmares• Making a Bad Investment !• Rejecting a Good Investment !• Never Analyzing a Good Idea !• Never Thinking of a Good Idea ! © 2003 SheepShank LLC
  16. 16. Typical Fuzzy Front-End Business ProjectIdeas Management Technology Program Commitment Chaos Order © 2003 SheepShank LLC
  17. 17. More Effective Fuzzy Front End Chaos s es sin Bu Order PMIdeas ROI & Risk Te ch no Program log Commitment y Innovation © 2003 SheepShank LLC
  18. 18. Innovation Drivers • Business • Technology • Ideology © 2003 SheepShank LLC
  19. 19. 3 Market Positions • First Mover • Fast Follower • Late Entrant © 2003 SheepShank LLC
  20. 20. Technology Innovation ClassesLevel 1) Simple SolutionsLevel 2) System Solutions ProductsLevel 3) Inventive Solutions R&DLevel 4) Radical Inventions ResearchLevel 5) Totally New Phenomena - James Brian Quinn © 2003 SheepShank LLC
  21. 21. Company Ideology StrategyVision Mission Strategy Strategy © 2003 SheepShank LLC
  22. 22. Business, Technology, & Ideology Vision Product StrategyDiscontinuous Continuous First Mover Fast Follower Late Entrant Level 5 Level 4 RIS K Level 3 Level 2 Level 1Continuous Product Strategy © 2003 SheepShank LLC
  23. 23. ROI = Function { x(1)… x(6) } x(1) = Market Demand x(2) = Product Price x(3) = Product Availability x(4) = Product Cost x(5) = Non-Recurring Costs x(6) = Program Commitment © 2003 SheepShank LLC
  24. 24. Typical Negotiation Path $$$ ROI $$$ Revenue Product Price Market DemandProduct Availability Product Cost Non-Recurring Costs Program Commitment R&D Budget © 2003 SheepShank LLC
  25. 25. Better Negotiation Path $$$ ROI $$$ Revenue Product Price Market DemandProduct Availability Product Cost Non-Recurring Costs Program Commitment R&D Budget © 2003 SheepShank LLC
  26. 26. Innovation & Process”Insanity is always doing the same things in the same wayand expecting different results each time.” - Woody Allen © 2003 SheepShank LLC
  27. 27. Iteration equals © 2003 SheepShank LLC
  28. 28. Iterations• Ideation• Assessment• Presentation © 2003 SheepShank LLC
  29. 29. Fuzzy Front End Success• Creative Climate• Vision, Mission, Strategies• Executive Participation - PDMA toolbook for NPD © 2003 SheepShank LLC
  30. 30. The Effective Fuzzy Front End Creative Climate Chaos Vision Mission Strategies s es Executive sin Participation Bu As Order se ss me Ideation nt PMIdeas ROI & Risk on ntati se Te Pre ch no Program log Commitment y Innovation © 2003 SheepShank LLC
  31. 31. What Makes a Good Project Manager ? • Clear vision • Strong team building skills • Structure and alignment • Strong interpersonal skills • Discipline • Communication skills - Deborah Bigelow, PMP PM Network April 2000 © 2003 SheepShank LLC
  32. 32. Authority ”Power is nothingunless you can turn it into influence.” - Condoleeza Rice © 2003 SheepShank LLC
  33. 33. www.SheepShankLLC.cominfo@SheepShankLLC.com © 2003 SheepShank LLC

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