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Section 2: The Solution Space
Unit 1: Ideation: Idea Generation, Clustering,
and VPD
2
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Welcome & introduction
Ice-breakers
The ideate phase
Yes and Ideation mindsets
Disney retail case study
Wave 1: silent scribing
Wave 1: pain points
Wave 1: jobs to be done
Wave 2: BTP
Wave 2: future trends
Clustering
Voting
Value proposition design
Ideation: idea generation, clustering, and VPD
Overview
3
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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Solution space
Create the right solution.
Empathy Define Ideate Prototype Test
Problem space
Frame the right question.
Design
Discover Deliver
Ideation: idea generation, clustering, and VPD
The ideation phase
4
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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Albert Einstein, Theoretical physicist
“Creativity is intelligence having
fun.”
Ideation: idea generation, clustering, and VPD
What is creativity?
5
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Ideation: idea generation, clustering, and VPD
Team activity #1: no but, yes and…
PUBLIC
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6
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Defer judgement Encourage wild ideas
Be visual
One conversation
at a time
Go for quantity
Stay focused on
the topic
Build on the ideas
of others
Stay positive
Ideation: idea generation, clustering, and VPD
Innovation mindsets
7
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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ 7
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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Case Study
Ideation: idea generation, clustering, and VPD
Case study
What’s it like for a kid to visit a toy store?
8
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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What would Tinkerbell do?
Ideation: idea generation, clustering, and VPD
Case study
8
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Case Study
9
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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Linus Pauling, American Chemist & Author
“The best way to get a good idea is to
get a lot of ideas.”
Ideation: idea generation, clustering, and VPD
Generating a good idea
10
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Ideation: idea generation, clustering, and VPD
Are you ready to generate breakthrough ideas?
10
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11
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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Ideation: idea generation, clustering, and VPD
Team activity #1: silent scribing
11
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12
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Ideation: idea generation, clustering, and VPD
Team activity #2: pain points
12
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13
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Ideation: idea generation, clustering, and VPD
Team activity #3: jobs to be done
13
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14
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Ideation: idea generation, clustering, and VPD
Team activity #4: SAP Business Technology Platform
14
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15
PUBLIC
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Ideation: idea generation, clustering, and VPD
Team activity #5: future trends
15
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16
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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Ideation: idea generation, clustering, and VPD
Team activity #6: idea clustering
16
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17
PUBLIC
© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Ideation: idea generation, clustering, and VPD
The 3 circles of innovation a.k.a. the ‘sweet spot’
Business Viability
Technical Feasibility
Human Desirability
18
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idea #4
idea #2 idea #7
Ideation: idea generation, clustering, and VPD
Team activity #7: voting
19
PUBLIC
© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
A value proposition outlines the “benefits your customers can expect from your products and
services.”
Your ultimate goal is to create value propositions for consumers that tackle important jobs (needs),
relieve primary pains, and generate desired gains.
Achieving this fit is the core goal of value proposition design.
Ideation: idea generation, clustering, and VPD
What is a value proposition?
19
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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
20
PUBLIC
© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Newness
Performance
Customization
Getting the job done
Design
Price
Cost reduction
Brand & status
Risk reduction
Accessibility
Convenience & usability
Ideation: idea generation, clustering, and VPD
Value creators and differentiators
21
PUBLIC
© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Alexander Osterwalder, Business Model Generation:
A Handbook for Visionaries, Game Changers, and Challengers
“A value proposition creates value for a customer
segment through a distinct mix of elements
catering to that segment’s needs. Values may be
quantitative (e.g. price, speed of service) or
qualitative (e.g. design, customer experience).”
Ideation: idea generation, clustering, and VPD
What is a value proposition?
22
PUBLIC
© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Application Platform Product Service Initiative
Features & benefits (move Post-its
[ideas] with most votes or value here)
Value proposition (articulate your final
value proposition here)
Solution name
(give your solution a name)
1
2
3
Ideation: idea generation, clustering, and VPD
Team activity #8: value proposition design
23
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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Ideation: idea generation, clustering, and VPD
Reflection
What are your key learnings from this unit?
How will you apply this in your work or project?
Thank you.
Contact information:
open@sap.com
© 2021 SAP SE or an SAP affiliate company. All rights reserved.
No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of
SAP SE or an SAP affiliate company.
The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its
distributors contain proprietary software components of other software vendors. National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or
warranty of any kind, and SAP or its affiliated companies shall not be liable for errors or omissions with respect to the materials.
The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty
statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional
warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or
any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation,
and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and
functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason
without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or
functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ
materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, and they
should not be relied upon in making purchasing decisions.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered
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openSAP_dt2_Section_2_Unit_5_IDEATION_Presentation.pdf

  • 1. Section 2: The Solution Space Unit 1: Ideation: Idea Generation, Clustering, and VPD
  • 2. 2 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Welcome & introduction Ice-breakers The ideate phase Yes and Ideation mindsets Disney retail case study Wave 1: silent scribing Wave 1: pain points Wave 1: jobs to be done Wave 2: BTP Wave 2: future trends Clustering Voting Value proposition design Ideation: idea generation, clustering, and VPD Overview
  • 3. 3 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Solution space Create the right solution. Empathy Define Ideate Prototype Test Problem space Frame the right question. Design Discover Deliver Ideation: idea generation, clustering, and VPD The ideation phase
  • 4. 4 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Albert Einstein, Theoretical physicist “Creativity is intelligence having fun.” Ideation: idea generation, clustering, and VPD What is creativity?
  • 5. 5 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Ideation: idea generation, clustering, and VPD Team activity #1: no but, yes and… PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 6. 6 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Defer judgement Encourage wild ideas Be visual One conversation at a time Go for quantity Stay focused on the topic Build on the ideas of others Stay positive Ideation: idea generation, clustering, and VPD Innovation mindsets
  • 7. 7 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ 7 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Case Study Ideation: idea generation, clustering, and VPD Case study What’s it like for a kid to visit a toy store?
  • 8. 8 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ What would Tinkerbell do? Ideation: idea generation, clustering, and VPD Case study 8 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Case Study
  • 9. 9 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Linus Pauling, American Chemist & Author “The best way to get a good idea is to get a lot of ideas.” Ideation: idea generation, clustering, and VPD Generating a good idea
  • 10. 10 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Ideation: idea generation, clustering, and VPD Are you ready to generate breakthrough ideas? 10 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 11. 11 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Ideation: idea generation, clustering, and VPD Team activity #1: silent scribing 11 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 12. 12 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Ideation: idea generation, clustering, and VPD Team activity #2: pain points 12 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 13. 13 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Ideation: idea generation, clustering, and VPD Team activity #3: jobs to be done 13 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 14. 14 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Ideation: idea generation, clustering, and VPD Team activity #4: SAP Business Technology Platform 14 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 15. 15 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Ideation: idea generation, clustering, and VPD Team activity #5: future trends 15 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 16. 16 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Ideation: idea generation, clustering, and VPD Team activity #6: idea clustering 16 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 17. 17 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Ideation: idea generation, clustering, and VPD The 3 circles of innovation a.k.a. the ‘sweet spot’ Business Viability Technical Feasibility Human Desirability
  • 18. 18 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ idea #4 idea #2 idea #7 Ideation: idea generation, clustering, and VPD Team activity #7: voting
  • 19. 19 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ A value proposition outlines the “benefits your customers can expect from your products and services.” Your ultimate goal is to create value propositions for consumers that tackle important jobs (needs), relieve primary pains, and generate desired gains. Achieving this fit is the core goal of value proposition design. Ideation: idea generation, clustering, and VPD What is a value proposition? 19 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 20. 20 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Newness Performance Customization Getting the job done Design Price Cost reduction Brand & status Risk reduction Accessibility Convenience & usability Ideation: idea generation, clustering, and VPD Value creators and differentiators
  • 21. 21 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Alexander Osterwalder, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers “A value proposition creates value for a customer segment through a distinct mix of elements catering to that segment’s needs. Values may be quantitative (e.g. price, speed of service) or qualitative (e.g. design, customer experience).” Ideation: idea generation, clustering, and VPD What is a value proposition?
  • 22. 22 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Application Platform Product Service Initiative Features & benefits (move Post-its [ideas] with most votes or value here) Value proposition (articulate your final value proposition here) Solution name (give your solution a name) 1 2 3 Ideation: idea generation, clustering, and VPD Team activity #8: value proposition design
  • 23. 23 PUBLIC © 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ Ideation: idea generation, clustering, and VPD Reflection What are your key learnings from this unit? How will you apply this in your work or project?
  • 25. © 2021 SAP SE or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company. The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, and they should not be relied upon in making purchasing decisions. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. All other product and service names mentioned are the trademarks of their respective companies. See www.sap.com/trademark for additional trademark information and notices. www.sap.com/contactsap Follow all of SAP