Finding Great Ideas: How To Capture Innovation From .
Finding Great Ideas: How to CaptureInnovation from Existing IntelligencePresenter: Steve Rivkin#pragmaticlivePresenter : Steve Rivkinwww.Rivkin.net
FallacyOnly a precious fewof us are creative.
Who’s Creative? A study of rank-andfile mechanics foundthat two-thirds ratedabove average increative capacityDecades ofpsychological testsreveal that creativetalent is normallydistributed
How the MindOriginates a New Idea Preparation/Immersion You collectinformation, data, opinions.Incubation Quiet time. While you doother things, a part of your unconsciousbrain is swirling. Your brain juxtaposesideas, blends characteristics, funnelspossibilities.Eureka! Seemingly out of nowhere,a new and reasonably complete ideasurfaces.
Highly intelligent people are the mostcreativeCompetition tends to stimulate creativityPeople who are happy at their work tendto be more creative
Brain-storm-ing nounA method of shared problemsolving in which all membersof a group spontaneouslycontribute ideas.
Fallacy #2All we need for a goodbrainstorming session is a lot of brainpower inthe room
Effective Brainstorming Invite people who want to be thereBuild a diverse teamCreate a comfortable environmentMake it funKeep it under a dozenAim for daylightSet a time limit
Effective Brainstorming Set parametersKeep it upbeatMove and touchEncourage piggybacking andricochetingRecord everythingGenerate first, judge later(cont’d)
Why Innovate? Because customers demand moreBecause prospects expect moreTo attract shareholders and add value to anorganization’s stock priceTo capture new employees– PricewaterhouseCoopers Study on“Global Growth and Innovation”
“Every product,every process,everytechnology,every marketeventuallybecomes old.”– Peter Druckerin The Age of Discontinuity
Business Leaders Agree 84% say that innovation is a morecritical success factor than it wasfive years agoBut only 25% were pleased withtheir current performance ininnovation– Arthur D. Little survey of 700organizations worldwide
“Of course innovation isrisky. But so is steppinginto the car to drive to thesupermarket. All economicactivity is by definition ‘highrisk.’ And defendingyesterday – that is, notinnovating – is far morerisky than makingtomorrow.”– Peter Druckerin Innovation and Entrepreneurship
The Six-Step Model ofProblem Solving1. Define the problem2. Analyze potential causes3. Identify possible solutions4. Select the best solutions5. Develop an action plan6. Implement and evaluate
Advice from the “O” in BBDO Work on problem solving bothindividually and in group settingsAssume that most solutions willcome from an association of ideasUnderstand that existing ideas can bemodified in dozens of different ways
The Essence of IdeaWiseCollectBorrowAdapt
Collecting Ideas
Borrowing Ideas
FallacyOnly a lazy, no-talentscoundrel would actuallyborrow someoneelse’s idea.
“Make it a habit to be onthe lookout for novel andinteresting ideas thatothers have usedsuccessfully.Your idea needs to beoriginal only in itsadaptation to the problemyou are currently workingon.”– Thomas Edison
A Häagen-Dazs ChallengeHow do we findthe nextbreakthroughflavor?
Borrowed from Argentina
Borrowed from Domino’sTelePizza was founded in 1987 in Spain with an 800,000 investment
The Results TelePizza now has 600 stores inSpain and 420 in other countries
“The ideas I stand forare not mine. Iborrowed them fromSocrates. I swiped themfrom Chesterfield. Istole them from Jesus.And I put them in abook. If you don’t liketheir rules, whosewould you use?”– Dale Carnegie
Adapting Ideas Substitute? Combine? Magnify? Minimize? What else could it be? Bring back? Eliminate? Reverse?
What CouldYouSubstitute?
A Creative Substitution
Substitute a Brand Name
Substitute a Brand NameHotels are replacing generic “business centers”with UPS and FedEx mini-stores
What CouldYouCombine?
Combining Two Melodies The inspiration for BridgeOver Troubled Waters?Paul Simon said he wascarrying around twomelodies in his head – aBach chorale and a gospeltune from the SwanSilvertones – “and I justpieced them together.”
A Healthy Combination
A Rolling Combination
Left Brain, Right tiveObjectiveSubjectiveSequentialIntuitive
Combining for a Name
12 Phone Service ctLinkDirectReachEasySpan
144 nnectEasyConnectExpressConnectFlash
More Than 90 Articleswww.NamingNewsletter.com
What CouldYouMagnify orMinimize?
Less Is More
Un Taco Bell Muy Pequeño
“Honey, I Shrunk the Store”“Sensing that some of theircustomers are tired of trudgingthrough stores the size of airplanehangars, big retailers like Wal-Martand Home Depot are starting tothink small.”– Newsweek
One-Quarter as Big
What ElseCould It Be?
The Howler When Mrs. Weasleyis angry at her sonRon, she sends hima “howler” – a letterthat screams at topvolume in front ofthe whole school
A Standalone Business
What CouldYou BringBack?
Numerical Branding
New & Improved BrandingAdding a meaningful term to the existing brandname to convey its “next generation” status.Example: Intel interrupted its numericalsequence of Pentium numbers with thePentium Pro.
Old-Fashioned Banking“The nation’s banks are trying somethingdesperate to lure new customers:Customer service. After years ofshuttering branches and laying off tellerswhile they pursue more glamorouscorporate clients, many banks arelowering fees, expanding hours andadding other user-friendly touches.”– The Wall Street Journal
“Most Convenient” Early morning hoursEvening and SundayhoursMultiple drive-thrulanesFree checkingNo ATM fees24-hour loanapprovalsFree coin sortingin lobbies
The Results Fastest-growingmidsize bankBranch depositsgrowing four timesthe industry average15% annual profitgrowth for five yearsShare price hasgrown 2,000% in 10years
CollectBorrowAdapt
“Few people thinkmore than two or threetimes a year.I have made aninternationalreputation for myselfby thinking once ortwice a week.”– George Bernard Shaw
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– Thomas Edison. A Häagen-Dazs Challenge . How do we find the next breakthrough flavor? . Spain and 420 in other countries “The ideas I stand for are not mine. I borrowed them from Socrates. I swiped them from Chesterfield. I stole them from Jesus. And I put them in a boo
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Children build on the last step by finding multiples of 10% and other known percentages. They explore different methods of finding certain percentages e.g. Finding 20%by dividing by 10 and multiplying by 2 or by dividing by 5. They also explore finding 5% by finding half of 10%. Using these m
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fine art ideas [IE] M2 experiment purposefully with materials and methods in creating individual ideas P3 experiment with methods and materials to generate ideas [CT] M3 develop and present individual ideas effectively. P4 select and present ideas for development of fine art work. [CT, RL]
