Sharpen the Focus
The idea-generation process must have a specific purpose, something for the members to focus their thinking on. The best results occur when participants know ahead of time what the "target topic" is to be. Some of the more common focal points include:
- Evolution of existing products. Starting with a company's existing product line provides a useful way to brainstorm needed improvements, and occasionally, entirely new products.
- Known market needs. Market research—most effective when including customer feedback—provides the most direct inspiration for new product ideas.
- Competitive analysis. Looking closely and objectively at competitors' products can sometimes highlight the future direction of a product category or suggest improvements to existing products.
- Employees or field staff. Too often, field staff or other involved employees are omitted from the idea-generation process. Developing a process that encourages candid discussion of product strengths and weaknesses on the part of all involved can foster new thinking.
Fostering creative thinking among employees or advisors is often the most difficult part of the new-product development process. Understandably, employees caught up in the grind of daily business have difficulty breaking out of their routines.
The most important technique for inspiring creativity is to get employees as far from their usual business environment as possible. Conduct idea-generation meetings in an informal setting, off-site if possible. Bring in employees from different departments who may not have much opportunity to interact with one another. Visit the Publications & Links section on creativity. This section has a number of interesting approaches to breaking down the idea-generation barriers faced by all companies.