This document describes WI-NOVATION, a new ideation tool for product innovation. It brings together consumers, art and design professionals, and client-side professionals for workshops to generate new ideas. The group, called "The Quad", shares experiences and perspectives to understand consumer needs. They are then stimulated to develop ideas in 5 directions: maximizing/minimizing aspects, reverse thinking, combining/separating functions, perfectioning details, and cross-category fusion. The goal is to quickly generate novel product concepts through insights from different viewpoints and creative exercises.