Ideation Tips

Ideation and the management of the ideation process pack the front end of the NPD funnel with a wealth of viable concepts. This portfolio approach anticipates the fact that some concepts will pan out, while others are dropped. My tips on ideation include:

• Focus, focus, focus. Remember that depth is better than breadth for quality idea generation. Drill down and maintain focus.

• Prioritize ideas. And keep your eye on areas that enhance perceived value, improve customer relations, and capitalize on competitive opportunities.

• Store best practices. And be sure to reference them regularly. Remember, also, to create a database of ideation session “discards”—used in combination with other concepts from the group’s “toy box,” there might be the makings of a winner.

For additional Tips, see RROI