Cincinnati Chapter PDMA
Imagine that: How structured IMAGINATION & BRAINSTORMING techniques can be used successfully in BUSINESS & INDUSTRY Dr. Mark Mack
[email protected] Thursday 30 April 2009, Lyondell Tech Center, Cincinnati, Ohio
Structured Ideation Redirecting your thinking requires structure
1
2
Problem Definition
3
Use of Teams
4
Idea Method Selection
5
Idea Capture
6
Evaluate & Prioritize
Actionable Concepts
Team members pool their knowledge and creativity in generating new ideas in a process that is free of criticism towards the team’s common purpose.
How to Think Like Einstein, by Scott Thorpe Step-by-step techniques to develop ingenious solutions to problems Finding the Right Problem Form a problem statement that enables you to seek and recognize a solution Write it down in 25 words or less Briefly describe why it must be solved Good problems satisfy real needs and allow for tradeoffs Bad problems are inflexible and specify explicit solutions All problems exist in a hierarchy of needs Eliminate old answers – could mislead you Define a simpler version of a problem
Albert Einstein, 1921 March 14,1879 – April, 18 1955
Idea Generation – Structured Problem Solving TRIZ TRIZ is the Russian acronym for “Theory of Inventive Problem Solving” first developed in 1946 by Altshuller, a patent agent in the Soviet Navy in the former USSR. More than three million patents have been analyzed to identify patterns that could predict breakthrough solutions to problems. The method is logic-based and relies on the study of patterns of problems and solutions rather than the spontaneous and intuitive creativity of individuals or groups. TRIZ can provide repeatability, predictability and reliability due to its structure and algorithmic approach.
Genrich Saulovich Altshuller October 15, 1926 to September 24, 1998
Idea Generation - Intuitive Salavador Dali used a creativity technique of hypnagogic imagery to create some of his most powerful images – Think about the problem – Try to completely relax your body – Quiet your mind – Quiet your eyes – Observe and record any images immediately after they occur – Look for associative links – Write down the first things that occur to you after your experience – Ask questions: • Any new insights? • What’s out of place? • What disturbs me? – Technique has been credited by artists, writers and scientists
The Rolling Stones - Satisfaction Keith Richards states that he came up with the guitar riff for the song in his sleep. The song is considered to be one of the all-time great rock songs. Waking up in the middle of the night, Richards recorded the riff and the words "I can't get no satisfaction" on a cassette recorder and promptly fell back to sleep. The tape was described later by Richards as "two minutes of 'Satisfaction' and 40 minutes of me snoring.” He and Mick Jagger finished writing the song in Clearwater, Florida in May 1965.
Keith Richards The Rolling Stones
Create & Judge Cycles
Brainwriting
Solo
Dialog
Pairs
Brainstorming
Team
Source: Doug Hall of Eureka! Ranch, Cincinnati, Ohio
TARGET High Overt Benefit Reason to Believe Dramatic Difference
Idea Capture Brainwriting is a tool for capturing ideas and for soliciting feedback during a meeting .
Brainwriting Pads
• To use them, write a key word in the upper left corner. This makes it easier to identify and categorize the ideas. • Below the keyword write the idea or thought – record one per slip. • Put similar ideas together using the keywords to group them into categories that emerge. Within these categories, the main ideas are then clustered. • Prepare a summary, distinguishing the main ideas with bullets and spacing to make the output easier to read. • All comments are anonymous for today’s session.
Idea Selection Methodology Ideas screened for risk, reward, cost and timing
Market Input New Idea
Idea Burst
Further Prioritization for scoping
Idea Selection New Strategic Ideas for Company Growth
Structured Ideation Redirecting your thinking requires structure
1. Need to craft a Problem Statement that is enabling and generates ideas 2. Provide an environment for novel solutions – Use Diverse Teams 3. Use Brainwriting with Brainstorming as useful tools for capturing ideas and soliciting feedback 4. Suspend judgement during idea generation, but idea evaluation is a necessary part in structured ideation. 5. E.N.G. Best Practice: Understand company strategy first. NPD S-G process can help, but only if there is strong and effective leadership 6. New Market Interest in Cradle-to-Cradle (C2C) in Redesigning Products
