The document proposes a "12Hour Startup" approach where teams are given 12 hours to build a new product or service from existing resources to stimulate creative thinking. It argues that the approach allows employees to try lingering ideas, pushes forward simple executable ideas, and builds camaraderie. The downside is said to be virtually zero, and committed ideas should be trialled for 3 months. Repeating the process every 3-6 months could encourage a culture of innovation in a company.

1. 12Hour Startup “ because remarkable ideas can’t wait”

2. The What From idea to prototype within 12 hours . Get your team together, split them into small groups, give them 12 hours to build a new product or service from your existing resources. Simple.

3. Why? It stimulates creative thinking Allows your employees to try solutions that have been lingering for years Pushes forward simple ideas that can be executed quickly Builds comradery

4. Also Gets rid of toxic ideas that people believe in till they have been proven wrong Most importantly, encourages out of the box thinking. How can we take what we have got and serve our customers better?

5. It’s also a marketing decision: To staff it says, we value your input - let's give it a go To customers it says, we are seeking new ways to help you To management it's driving strategic direction from sales (ideas that work)

6. What downside? The downside is virtually zero. What organisation can't afford 12 hours every quarter? Surely even every month. Your staff probably fritter that away on Facebook already. If that downside is zero doing a 12 hour startup is all upside! (and thus profitable).

7. What next? Commit the best ideas to a three month trial , run them past clients / customers (even better get them to judge them); close if lousy, continue if good. Rinse/repeat every 3 - 6 months. You will encourage and build a culture of innovation in your company. Imagine being the Google of your industry...

8. Underlying Theme Give it a go , 1000 12 hour ideas are probably going to yield at least 10 (1 in 100) good ideas that will last and one game-changing idea.

9. Run with it Take this concept and apply it to your business . Can your team come up with some new product ideas / extensions and go from idea to concept within 12 hours.

10. Spread the word Three things you can do to help: Download, print out, share with friends. Email it. Do it! Show others by proving it yourself.

11. Thanks Thanks for reading. For more Marketing & Innovation talk see my blog: http://blog.bwagy.com or follow me on http://www.twitter.com/bwagy or read about me http://www.bwagy.com/about/ Enjoy, flick me an email on how you go ben@bwagy.com – Ben