1.
Module: Creative Investigation
Assignment 2:Idea Generation Techniques
M.Des 1.1
Name: Harshal Desai
Lecturer: Arabella Pasquette
Date of Submission
12/09/2011
Word Count: 3124

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TABLE OF CONTENTS
EXECUTIVE SUMMARY .................................................................................................. 2
INTRODUCTION: UNDERSTANDING PROBLEMS ......................................................... 3
PROBLEM SOLVING SKILLS ........................................................................................... 4
IDEA GENERATION TECHNIQUES ................................................................................ 4
DISCUSSION TECHNIQUES / BRAINSTORMING ....................................................... 5
DAYDREAMING.......................................................................................................... 7
FORCED RELATIONSHIPS ........................................................................................... 8
ATTRIBUTE LISTING AND MORPHOLOGICAL ANALYSIS ......................................... 8
CHECKLISTS ................................................................................................................. 9
OTHERS ...................................................................................................................... 10
IMPORTANCE OF METHOD AND TECHNIQUE ......................................................... 11
CONCLUSION.............................................................................................................. 13
Works Cited ................................................................................................................. 16
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EXECUTIVE SUMMARY
Ideas have been the driving force of humanity. From a simple circular wheel
carved from rock back in the stone ages to the first airplanes and
telephones, innovative ideas have sparked off revolutionary changes in
society. Now in this competitive world, ideas have become more important
to us than actions. Companies have begun asking designers to generate
solutions that meet the needs and desires of the consumer.
As such, there was a need to streamline and increase the efficiency of
producing and sharing ideas within teams. This gave birth to several idea
generation techniques, which allowed everyone to play a part in the
creative process, a role allotted strictly to designers and engineers for the last
few years.
Idea generation techniques meant anyone could participate in creating
new ideas. It allowed people to share and build up on existing solutions, to
foresee future problems, and essentially, to think big in terms of design. It
brought different specializations together to create a more diverse think-tank
that can tackle problems from several perspectives.
This report is divided into three parts.
First, we shall look into several idea generation techniques, both popular ones
and the uncommon ones, question their uses and value by providing
examples of products developed using the specific techniques.
Second, we discuss whether idea generation methods and techniques are
important in coming up with new ideas? Are they the driving factor in
generating ideas?
Lastly, we conclude with our personal view on idea generation techniques,
along with stating which methods, if any, would we prefer to use.
Towards the end we aim to achieve a better understand of the creative
thinking process as a whole and how to effectively solve all issues, design or
otherwise.
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INTRODUCTION: UNDERSTANDING PROBLEMS
It is essential to comprehend the nature of problems in order to select suitable
techniques to resolve them. Problems are normally conditions where we
experience uncertainty or difficulty in attaining what we want to accomplish,
for example laptop malfunctions preventing you from completing your
assignments or poor communication between teams reducing the efficiency
of a company.
According to (Drucker, 2008), there are four types of problems.
1.
2.
3.
4.
Truly Generic
Generic, but Unique for the individual institution
Truly exceptional, truly unique
Early manifestation of a new generic problem
Truly generic problems are the most common issues that come up within a
person‟s work environment for instance, choices on how to maintain
inventory lists. Then there are issues that seem unique to an individual but are
actually quite generic. At times, a problem will be truly unique, as in
unexpected for instance the way parts of Singapore were flooded during last
year‟s rains, bringing traffic in certain areas to a standstill. It was a truly
exceptional situation. Lastly, there are unique problems that appear
frequently slipping into the generic category, for example the many issues
America has with hurricanes lately.
Once you have openly recognized and defined your problems, you can start
searching for possible solutions using your creativity and critical thinking and
finally choosing a best solution and have it implemented.
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PROBLEM SOLVING SKILLS
To solve any issue, we need to have analytical and creative skills.
Analytical skills require logical thinking to complete tasks like evaluation,
comparison etc. It is a very engineering-oriented approach of problem
solving, selecting an ideal solution from the options available by simply
narrowing down the possible choices, a convergence of ideas. Critical
thinking is something we use on a daily basis either consciously or
subconsciously for example, calculating the chances of winning in roulette,
or while shopping for fruit at the grocery store.
In contrast, creative thinking is a more divergent process, using a person‟s
imagination and ingenuity to generate a vast diversity of solutions. A method
provides solutions that may seem often unrealistic.
To be an effective problem solver, one needs to have the ability to shift
between analytical thinking and creative thinking mind-set. Unfortunately,
traditional education greatly encourages and develops analytical thinking,
which is why there was a necessity to come up with tools to produce ideas in
the work environment, commonly known as idea generation techniques.
IDEA GENERATION TECHNIQUES
Creative thinking involves a large amount of inventiveness and ingenuity that
needs to be organised and focused using certain processes in order to
channel it towards a practical solution. These processes seek to produce a
variety of conceivable solutions and apply numerous techniques that inspire
people to think outside the box.
We ideate to improve the collective viewpoints and assets of our teams. We
ideate to create fluency and flexibility in our innovation options. Idea
generation techniques are a method that encourages creative actions
concentrating on techniques for divergent thinking, ways of re-framing
problems and so on. Some methods require groups of two or more people.
There are nearly two hundred types of idea generation techniques available
to promote creativity. (Creativity Techniques, 2011)
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A vital element in nearly all of these techniques is to avoid being
judgemental, which means avoiding any type of evaluation. Evaluating ideas
at this stage constrains the brain in making unusual and potentially valuable
connections. Sometimes it is easier to come up with radical concepts when
we know we are only 'playing'. As soon as our minds face a serious objective,
we reject these concepts, either consciously or subconsciously, simply
because they do not seem „practical‟. (The Road to a Solution)
For effective idea generation we need to coerce our mind to believe it is
playing a game. Taking a light-hearted approach generally suspends
judgement of ideas and lets your creativity flow without restrictions.
Considering there are nearly two hundred ways to make idea generation
appear as if it is a game, it should be relatively easy to achieve a vast
number of concepts. The key is to focus on the quantity of ideas and not on
the quality right now. Let us take an in-depth look at some of the techniques.
DISCUSSION TECHNIQUES / BRAINSTORMING
The most common way to explore ideas is to talk about them with other
people. Every individual has a unique perspective on the issue and its
consequences. Even if they do not contribute significant ideas, their input
might trigger new lines of thought for the rest of the group.
The term often used for such group discussions is „Brainstorming‟. This
technique is particularly beneficial when people wish to break out of
conventional thinking styles, so they can look at a problem from a new
perspective. A diverse team increases the productivity of concepts explored,
allowing you a greater chance to achieve an optimal solution. It also
creates a bonding experience between team members contributing to an
overall positive work environment. (Brainstorming Techniques - Mindtools)
Another reason why brainstorming is most popular among groups is that it
allows equal opportunity for all participants to give out their ideas. In
conventional groups, some participants may assert dominance over the
quieter members. Others may even be scared of mockery and ridicule,
preventing them to share their ideas. In contrast, brainstorming is an authorityfree environment where everyone is encouraged to participate.
It is an informal method of solving problems using „lateral thinking‟, a phrase
coined by Edward de Bono. Lateral thinking was extremely important for any
brainstorming technique. It is simply a way of approaching problems from
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unexpected angles. A great example is Ford Motor Corporation asked
Edward de Bono for advice on how to make their cars more attractive for
consumers. Dr. de Bono looked at the problem from a different perspective,
completely reframing it by asking how Ford can make the entire driving
experience better for their customers. This new viewpoint followed a creative
idea stating that Ford should buy up parking spaces all over the major city
centres making them available to just Ford cars. (Sloane, 2009)
There are six simple rules for an effective brainstorming session. They are as
follows:
1. Do not criticize: criticism prevents people from making proposals and
expressing possibilities. Any idea is valid in brainstorming.
2. Keep the process manager-free: the presence of dominant ego figures
inhibit the flow of ideas from the team.
3. Time pressure: Setting a time by which the session should end keeps the
pressure on, forcing generation of more ideas.
4. Avoid resolve: Do not start agreeing to an idea that looks like a
potential winner during the session. Carry on generating ideas during
the allotted time. Ideas can be resolved during the evaluation stage.
5. Bulk ideas: Focus on quantity, not quality.
6. Let go: Participants must not be frightened of contributing odd, crazy or
wild ideas, although this does not mean participants should not take
the session seriously.
While group brainstorming is most effective, one can brainstorm on their own
too. The benefit of this would be you are free from any inhibitions, allowing
you to come up with much more ideas individually. Generally in-group
sessions, people tend to focus more on what other people are saying instead
of coming up with their own ideas, while brainstorming on your own means
not worrying about ego clashes or distractions or waiting for your turn to
speak up. However, you might not end up developing the ideas fully since
there is a lack of a wider experience and skill range that would be available
in a group session. (Brainstorming Techniques - Mindtools)
There are several brainstorming techniques available to choose from for
generating your ideas. The ever-classical mindmap where you make links to
ideas using a process of association, using sticky notes to get messy ideas in
order by forming clusters of similar keywords, popularly called as the scribblesay-slap technique.
Koinonia, meaning spirit of fellowship is another technique suggesting people
should brainstorm with others in your field, a method popularly used by
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Einstein. Greek philosopher Socrates, where he and other philosophers would
sit together and debate on various issues also used this method. For an
effective collaboration this technique followed a simple method of
establishing dialogue, exchanging ideas, not arguing or interrupting another
person, just listening carefully and clarifying your thought processes. Koinonia
helps remove barriers that inhibit people from collaborating honestly,
allowing ideas to flow more freely within groups. (Michalko, 2006)
Starbursting, where a team member suggests a new product or idea and
others bombard questions and answer them quickly. For instance, suggesting
an idea for a bicycle would immediately generate questions like, who is the
customer? Cyclists. What type of cyclists? Freestyle BMX cyclists who need
extra support and flexibility in the bicycles, and so on. (Starbursting Brainstorming techniques from Mindtools)
Other brainstorming techniques would be the Round-Robin method where
everyone is given a stack of cards to write down their idea and pass it along
the group for others to add their input etc.
There are several brainstorming techniques available.
However brainstorming itself is just one method of idea generation.
DAYDREAMING
Heavily frowned upon especially in classes, being considered whimsical and
unproductive and generally disregarded by all, daydreaming is in fact one of
the most basic methods to generate good ideas.
The term „daydream‟ automatically brings out a playful uninhibited thought
process, involving just your resourcefulness and creativity to tinker around with
the problem at hand. It allows a person to connect with their issue
emotionally, which is valuable to generate a good idea. With a vivid
imagination, manipulation of ideas is quick and effective for predicting and
overcoming obstacles. Productive daydreaming focuses towards a specific
goal. It does not matter if it appears like an impossible task. Many famous
inventors have done so in the past and have sparked off ideas that led to lifechanging inventions, most notably, the airplane.
“Daydreaming is the quintessence of invention. If the Wright brothers did not
fantasize about flight, we would probably still be using the ferry.” (Self-quote)
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FORCED RELATIONSHIPS
It is a simple method of combining to unrelated ideas to come up with
something new. While it is not a strictly unique solution, it often results in a
variety of combinations that are often useful in society. Currently there are a
vast amount of products born out of forced relationships, for example a
digital watch which includes a calculator or an mp3 player, The Swiss army
knife, birthday cards with musical tunes etc.
Figure 1: Watch with mp3 player1
Majority of these ideas will not be groundbreaking discoveries; however, they
are still beneficial products and generally have a potential market in society.
ATTRIBUTE LISTING AND MORPHOLOGICAL ANAL YSIS
This is an analytical approach to identify new combinations of inventions,
services or structures by identifying methods of improvement. To improve a
product the physical attributes of each component within the product is
noted down, every function of the component is described and examined to
check if changing it will improve or damage the product.
Morphological analysis is similar to forced relationships, allowing combinations
not just with the individual components of the product, but with other
components from different products.
These techniques have been
particularly successful in creating new technologies.
Watch with mp3 player. Image retrieved on 09 September, 2011 from
http://www.chatterboxphonecable.com/sitebuildercontent/sitebuilderpictur
es/img_0036.jpg
1
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Figure 2: Black & Decker Screwdriver2
The simplest example of it would be a screwdriver, which has undergone
numerous variations including an electrical filament to detect current within a
circuit, magnetic tips for loose screws, multiple adjustments for variety of sizes,
inbuilt compartments to carry additional screws, joint for bending screwdriver
to reach odd angles etc.
This method is slightly time-consuming, as it requires a thorough search of
literally all possible combinations in order to get the perfect solution.
(Develop creative solutions - Mindtools.com)
CHECKLISTS
Simply put, they are a list of thought-provoking questions. These questions
help you target your search for detailed information and stimulate ideas at
the same time. People can apply the questioning on ideas and products
already developed to come up with new concepts.
Black & Decker Screwdriver. Image retrieved on 12 September 2011 from
http://toolhelpu.blogspot.com/
2
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A popular example, the „checklist for new ideas‟ from (Osborn, 1957)
consisted of a series of questions under specific that would be asked to
enquire about a product or concept. The headers included : put to other
uses? Adaptable? Magnify? Minify? Substitute? Rearrange? Reverse? And so
on.
Questions under the rearrange heading would probably be: rearrange
layout? Rearrange sequence? New patterns? And so on.
SCAMPER, a technique developed by Bob Eberie, is a well-known checklist
helping you think of changes that you can make on existing products.
SCAMPER is an acronym for Substitute, Combine, Adapt, Modify, Put to
another use, Eliminate, Reverse.
Checklists are often quite flexible and useful when people are stuck with a
particular problem
(The Road to a Solution)
OTHERS
Several techniques are available for idea generation, such as visualization,
which involves think of problems visually in order to better understand the
issue. The incubation & illumination process, where you take a break from a
problem you are stuck on, focusing on something completely different while
your mind continues to work on the idea subconsciously. This develops into a
period of illumination where you suddenly get a variety of solutions and you
quickly write them down, developing new parallel lines of thought.
There are virtually infinite amounts of idea generation techniques. Deciding
on a specific method is sorted out according to the type of problems you are
tackling and/or what solutions are you trying to accomplish.
Although some techniques may appear irrational and time-consuming, it will
take practice to make the techniques less mechanical and more intuitive.
(The Road to a Solution)
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IMPORTANCE OF METHOD AND TECHNIQUE
Idea generation techniques require a certain degree of skill in order to
produce innovative solutions effectively. As mentioned earlier, with the vast
amount of idea generation techniques, it will take practice of several ideas in
multiple scenarios before being able to select an ideal method intuitively.
In addition, certain techniques require practice to perfect their idea
generation process, especially when it comes to brainstorming sessions where
one must learn how to keep the momentum going without straying too far
from the task.
However, are methods and techniques important in actually coming up with
new ideas?
The answer is No, not exactly. Idea generation techniques do help in coming
up with new creative solutions, however they are merely methods to arrange
and fine-tune the concepts. Idea generation techniques are just a process
used to sort and develop ideas so it is easier to implement the next step in the
creative process, which is evaluating them.
However, what really creates new ideas is inspiration. Idea generation
techniques often streamline and build up on inspiration pre-existing within the
participants, although without the initial inspiration, the idea generation
process would not even begin.
Inspiration is essential for any creative activity. It is the key to unlock new
exciting concepts and the best part is the sources of inspiration exist all
around us. Inspiration can be derived from anywhere, both from obvious and
unexpected sources like magazines, music, literature, or from crossreferencing the famous artists of yesteryear with modern contemporary
lifestyles. One could even be inspired by observing other creative disciplines
such as painting, sculptures, architectures, photography etc.
In addition, you cannot teach someone to get inspired. A natural trait that
develops on its own; inspiration is your mind‟s frame of reference.
(Hertzberger, 2005) summed up inspiration as “Everything that is absorbed
and registered in your mind adds to the collection of ideas stored in the
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memory, a sort of library that you can consult whenever a problem arises. So
essentially, the more you have seen, experienced and absorbed, the more
points of reference you will have to decide which direction to take: your
frame of reference expands”
Method and technique will help you develop on your idea, but it seldom
sparks the inspiration process. Even specific techniques like forced association
would reach a dead end if you decide to combine, say, lava lamps and
tube lights. Without the spark of inspiration, you are left juggling the two
products in your head without any results.
To sum it up,
“If we are to compare the creativity process to a chemistry experiment, then
inspiration would be the raw materials and idea generation would be the
Bunsen burner” (self-quote)
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CONCLUSION
If asked which techniques we prefer to use, our reply would be all of them. As
stated, it depends on the type of problem, and quite often, our choice would
include using multiple techniques to achieve our desired goal.
However, if one frames the question as which techniques we prefer to use to
generate ideas, our answer changes to none.
To us, the term „idea-generation techniques‟ is a misnomer. The notion of
using methods and techniques to generate ideas is itself flawed, because
you cannot generate true ideas.
The person who invented the wheel did not use mind maps to chart out a
probable solution to transport food and supplies from one place to another.
Ideas are borne out of necessity, and inspiration is what helps develop the
ideas. In this reference, „idea-generation‟ techniques are in fact, „ideaMANAGEMENT‟ techniques.
Idea generation techniques is a business term, simply born in an attempt to
manage creation of new concepts. As soon as you use it as a tool to actually
create ideas, the system is flawed because then you are using an analytical
process to determine a solution. We already established that good ideas are
ones that use both the analytical side and creative side of your brain.
What is worse is most companies tend to fall back on the common idea
generation techniques every time there is need to solve a problem. More
often, mindmaps and sticky notes are used without rhyme or reason and
while they may be effective, they fall short compared to true idea
generation.
True idea generation comes from a person‟s own inspiration. It is the inherent
curiosity of an individual to keep asking questions. Einstein had stated that the
most important thing a person can do is not stop questioning.
(Quotationspage.com)
An individual must also be open to new rationales and arguments, to keep
evolving and not fall back on old concepts. It is essentially a child-like
approach to the world, observing and learning, adapting quickly, and
conjuring up wildly imaginative ideas. In contrast to brainstorming, it also
involves questioning ideas there and then to weed out the probably bad
ideas instead of just letting the process continue and weeding them out in
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the evaluation stage. Contrary to popular belief, there ARE bad ideas, and
by not eliminating them, all you do is increase your workload for the next
stage. Kids are quite brutal in that aspect, quickly deciding which idea suits
best and which does not. As adults however, we do learn to save the ideas,
even the bad ones on the off chance that they might spark new good ideas
for later.
Many people lose this child-like perspective and thus require „ideageneration techniques‟ to make them view the problem of a kid‟s eyes. All
through the various processes, we encountered a familiar phrase, “to make
the process fun and playful”.
We believe you do not need a technique to achieve this mind-set. It is
already embedded within you, suppressed by your own inhibitions. While
certain people eventually start adapting to the techniques, learning to use
them intuitively, one cannot make a claim stating it was techniques that
helped you develop this frame of mind. It already exists within each of us
from our childhood years.
We, like some people, managed to retain it and thus do not need idea
generation techniques to come up with ideas. However, this does not mean
we do not use them.
Idea-management techniques are particularly helpful in organizing errant
ideas to piece together a clearer view of a bigger picture. They are different
ways of attacking a puzzle, either solving it linearly, systematically, or starting
at various points and ultimately conforming together to one solid idea.
While brainstorming and other tools are useful to us, they are not a necessity.
We do not have a need to fall back on „techniques‟ or guidelines in order to
create new ideas. By having a child‟s outlook on life, we naturally explore
about the problems presented to us, and ones that are hidden away.
If more and more people start referring to these „tools‟ as „techniques‟, then it
will lead to misinterpretation where people will solely start resorting to idea
generation to come up with new concepts. One must keep in mind, like all
techniques, they will eventually stop being effective.
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In the strictest sense, for us, the true idea generation tool is our mind. What
matters is how we implement the ideas. The world is our inspiration, and we
can achieve ideas from these business techniques like mindmaps, or from
playing board games like scrabble where a word might spark off a wave of
ideas, to even something seemingly mundane as washing your hair.
After all,
“Everyone who's ever taken a shower has an idea. It's the person who gets
out of the shower, dries off and does something about it who makes a
difference” (Brainyquote.com)
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WORKS CITED
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Drucker, P. (2008). The Essential Drucker: The Best of Sixty Years of Peter Drucker's
Essential Writings on Management. Harper Paperbacks.
Hertzberger, H. (2005). Lessons for Students in Architecture. Rotterdam: 010 Publishers.
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2011,
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York: Charles Scribner & Sons.
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