Events | The Brainzooming Group - Part 38 – page 38
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Following-up yesterday’s post on the challenge of finding the next BIG idea, use this alternative approach to generate many ideas with potential for significant business impact:

 

1. Use market-driven insights, brand objectives, and strategic leverage points in your business to identify a few specific areas to consider for possible innovations. Think “a dramatically lighter, more compact laptop computer” instead of “big improvements in computers.”

2. With a cross functional group, employ a wide variety of ideation techniques focused on your innovation target. (Don’t know any techniques? Consider an outside facilitator, Google innovation creativity techniques brainstorming tool for hundreds of thousands of source links, or email me for a list.) Your goal should be generating and recording at least 1,000 possible ideas – in a day or over a period of time.

3. Have the same or another cross-functional group select 100 ideas seen as having potential promise for significant business impact.

4. Apply the 5 questions* below to each of the 100 ideas, generating at least one new idea from each question (net result – your 100 ideas should become 500+ ideas):

“How could we make this idea as _______________________?”

  • DRAMATIC as a Broadway show opening?
  • COOL as the design of Apple products?
  • EXCITING as a triple overtime basketball game?
  • SIMPLE as a baby’s rattle?
  • FUN as a blockbuster comedy movie?

* The important point is the question form; they’re designed to get larger and different thinking than is typical. If there are other “orange” words more appropriate to your product or services, revise the questions.

5. Using the 500 new ideas plus the original 100, have people select 75 that they believe have breakthrough potential. For more background on prioritizing ideas, visit this previous post.

6. Narrow the list further using a potential impact (minimal to dramatic) vs. implementation ease (very easy to difficult) grid. Be on the lookout for dramatic ideas with slight implementation difficulty. These could be strong prospects for big ideas whose implementation hurdles can give you a development window advantage versus competitors.

7. Pick a manageable set of strong ideas for development. No guarantees that you now have a big idea, but there’s a higher probability they’ll emerge from this type of effort.

Want another way to judge ideas with “BIG” potential early on? When someone says an idea aloud in a group, two reactions often suggest ones with great potential:

  • A noticeable “Oooooh” from others, usually followed by a breathless silence as the idea sinks in.
  • The idea’s met with loud laughter, signaling it pushes outside comfort zones and triggers a nervous response.

There you have it. Best wishes in finding a lot of ideas with GREAT potential! – Mike Brown

 

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Download the free Brainzooming eBook, “Taking the NO Out of InNOvation” to help you generate fantastic creative ideas for any other area of your life! For an organizational creativity boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can deliver these benefits for you.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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At last week’s Market Research & Consumer Insights session, someone raised an interesting innovation issue – ideation efforts at her company are perceived as unsuccessful because everyone’s looking for the “next big idea,” and it hasn’t emerged yet from one of the innovation sessions.

Given the circumstances, it’s not surprising that a big idea is elusive. What’s happening at her company is a very subtle form of pre-judging new ideas that’s blocking creativity and a vibrant flow of ideas. Putting the phrase “next big” in front of “idea” sends a clear message: Don’t suggest an idea unless it’s going to be BIG.

The strategic challenge is nobody knows if a new idea will be BIG. And if that’s the standard before an idea can be voiced, chances are most ideas will never be mentioned. A big idea is a lot more likely to emerge from among a thousand possibilities than from a tiny trickle of ideas already pre-filtered (potentially multiple times) to only those that feel BIG before they’re even suggested.

Tomorrow’s post will instead highlight an alternative path intended to generate a lot of possibilities from which many potentially high impact ideas may emerge.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Pineapples aren’t necessarily associated with Miami. But pineapples are symbols of hospitality, and that was in full evidence at the marcus evans Market Research & Consumer Insights conference yesterday in South Florida.

As conference chairperson Dr. Daniel Thorpe from Wachovia pointed out, there was a lot of incredible research talent in attendance! Beyond Dan’s look at ROI (which will be featured in the May 2008 Harvard Business Review), there were strong presentations from:

  • Jennifer Nelson (J&J Consumer Healthcare Products) – Developing new insight capabilities
  • Kimarie Matthews (Wells-Fargo) – Using Customer Loyalty to drive change
  • Nancy Robinson & Kate Muhl (iconoculture) – Insights on Moms among young boomers, Gen X, and Millennials
  • Dave Mazur & Dan Teeter (Nissan North America) – Transforming the market research function

I covered strategic thinking for market researchers and will be covering some specifics from the conference here soon.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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I’m at the marcusevans Market Resarch & Consumer Insights conference today talking about strategic thinking and the opportunity that market researchers have to contribute to broader strategic success in their companies. One of the keys to delivering on this promise is to have strong relationships with your key market research partners.

Several years ago, I sat down with our main market research company to address what was wrong in our strategic relationship. Taking the approach that we both had faults leading to problems in our relationship was a constructive way to get both of us back on track. The “Ten Things” list can work for almost any market research relationship. Fell free to use or adapt it with your marketing partners:
Ten Things – The Foundation to a Strategic Research Relationship
  1. Be a “thought partner” with us. This is a two-way street – we’ve got to treat you like one before you can do what it takes to become one.
  2. Your energy and passion for what you do (and your intellectual curiosity) need to be evident.
  3. There’s a difference between researchers who think they’re researchers and researchers who see themselves as business people. It’s tough to explain the differences, but they’re readily apparent. We need researchers who think like business people if we are to be successful.
  4. Understand our business more deeply than from just the numbers that you see. If not, we’ll never get to where we must go.
  5. Bring creativity to questioning, analysis, and reporting (and any place else in the process). That means generating new ideas to produce breakthroughs on mutual efficiencies, high impact insights, easy to grasp reporting, and actionable recommendations.
  6. We must put information into context. We can’t afford to just report numbers or even changes in numbers. We need to get to insights. What does it mean? What do we do about it?
  7. We have to get beyond reports that show charts and have bullets that merely say what is on the chart. We have to offer our audiences relevant insights. That takes pulling information from various sources (including people) and analyzing, talking, and identifying relationships among everything we’re looking at.
  8. Look outside our industry or outside research circles for ways to report information. Review Edward Tufte, Richard Saul Wurman, and others. Are there movie scenes that help us get our points across? Magazine ads? Always ask the question: “What’s that like?”
  9. Communicate proactively – let’s make sure we talk and we’re all clear on things before moving ahead. That may mean a phone call instead of an email.
  10. Exhibit strong attention to detail – that way we can get beyond fact & spell checking and spend our time on delivering insights.

If you can get to this point with your research partners, you’ll truly be doing COOL WORK that matters and that can change your company and your industry. WOW!!!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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At the conference I presented at this weekend, we worked on the “Change Your Character” exercise for a customer service example. One suggestion was that an internal customer service rep is similar to a babysitter in that they both have to manage bosses (parents) and front line employees (kids).

Sounds close, so if your challenge is helping customer service providers improve their effectiveness, work through how a babysitter handles a new situation:

  • Shows she really likes kids & can get along with them
  • Demonstrates a professional attitude
  • Makes sure she has clear instructions from the parents
  • Establishes her role right away with the kids
  • Focuses on the kids
  • Has strong listening skills
  • Knows positive ways to help kids follow rules
  • Displays maturity in handling difficult situations
  • Acts with firmness, but understanding
  • Ensures that kids are fed and comfortable
  • Can be flexible when necessary

As always, try to generate 3 new ideas for your situation from each of the babysitter’s behaviors. And remember, my mother lets me stay up to watch Craig Ferguson all the time. She really does!

Check out a compilation of “Change Your Character” creative thinking exercises and information on its use.  – Mike Brown

 

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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This is part 2 of highlighting some of the creative inspirations behind my presentation on “Taking the NO Out of InNOvation.” As the first reference below suggests, improving your creativity is linked to your ability to change, adapt, and customize various inspirations to address your opportunities.

  • The Remix Planet – My wife Cyndi wanted to go to Wired Magazine’s NextFest in Chicago in 2005. The admission included a free one-year subscription; one of the first issues featured the “Remix Planet.” This provided a nice way to talk about borrowing & morphing ideas for your own use!
  • Steve Farber – Steve is a great speaker that we’ve had for several executive management programs. He talked about reading magazines on the cutting edge (i.e. gaming, technology) to spot emerging trends headed for the general culture. We morphed the idea into taking any graphics-intensive magazine outside your field of expertise and looking through it page-by-page with a marker, writing down new ideas to address your challenges.
  • IDEO –A well-known design & innovation firm. One of the companies I work with did some brief exploration with IDEO. One of their approaches is prototyping – quickly doing something with an idea to make it more tangible and to be able to experience it. That’s been helpful in moving us beyond simply generating a bunch of ideas for a marketing manager and instead prioritizing them quickly and taking the first few steps with them.
  • “Made to Stick” – I’ve written about “Made to Stick” previously. Its six principles for making ideas take hold and flourish can benefit anyone trying to create change and implement new approaches.
  • Benjamin Zander – I’ve also written about Benjamin Zander earlier. Specific to “Taking the NO Out of InNOvation,” his discussion about simply replying “How Fascinating” to things that go wrong in life had a major impact. My natural personality is to become frustrated and complain when things don’t work. Zander’s challenge to identify what you’re learning from a bad situation has helped me to be calmer when things are frustrating and to genuinely look for the lessons God is trying to teach me when nothing seems to be going right. Click here for a blog post from PresentationZen with a quick overview of Zander’s key messages.
  • Serving Others & Helping to Make Them Successful – I’m an ardent believer in servant leadership. While the Bible is certainly the chief inspiration for that approach to life, the idea of improving your successfulness by figuring out how to make other people successful comes from Ziz Ziglar, an incredible speaker.

Which leads to a big thank you to Jessica Myers, a senior media relations specialist at Garmin, for the inspiration to start a blog. I saw her present at an IABC Communications Summit in October 2007 on how easy it is to get a blog started. I thought I’d check it out, and was launched into the blogosphere.

That’s how a presentation comes together, with a tremendous number of great inputs & ideas that get molded (ideally) into a cohesive message. Enjoy checking out the links as potential departure points for your own new inspirations. And realize – it’s actually more creative to REMEMBER your sources. That way you can go back and borrow from them again and again!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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A comment on Jan Harness’ Creative Instigation blog struck me as interesting: “Creativity is the art of forgetting your sources.” In the age of the remix culture, that’s very true, and I’ve been accused of it in presentations. While I try to credit sources of inspiration, you don’t often get to explain why something inspired you.

Saturday, I did “Taking the NO Out of InNOvation”for a great conference audience. Since that presentation is all about creativity, I thought I’d try to RECOGNIZE some of the inspirations behind that material over the next two posts. Here’s part 1 – check these out and see if they can help remove some NOs from your InNOvation efforts.

    • Max Utsler – In 2004, Max asked me to talk to his Kansas University class about innovation in marketing communications. That was the start – no Max, no presentation.

 

 

 

  • Chuck Dymer – I met Chuck in the mid 1990’s, and he’s been an incredible strategic & innovation mentor to me ever since. He’s a Master Trainer of Edward de Bono (the father of lateral thinking) methods who continually opens my eyes to new ways to think creatively. You name it – trait transformation, themed exercises, using toys, prioritization grids, plus-minus-interesting…I learned it all from Chuck!

 

 

  • James Lipton – As a collector of great questions, I love James Lipton’s segment on Inside The Actor’s Studio where he asks his guests the same questions about themselves eac show. His references to Bernard Pivot using the questions on French TV prompted some background research. There’s an interesting little history to the questionnaire that highlights that great questions always have a place.
  • Greenhousing – Chuck Dymer gave me a book from ?What If!, a UK-based innovation company. In it, they address greenhousing ideas, i.e. creating an environment that allows new ideas to grow & develop when they are at their most vulnerable. It’s includes questions to ask about new ideas that are certainly more productive than what I had typically been asking, “Why the *#!% do you want to do that?” Hey, we can all change!
  • Diet Dr. Pepper – My mom drank Dr. Pepper when I was growing up, setting the stage for me loving Dr. Pepper (now Diet Dr. Pepper). We never knew why, but when I was little, Dr. Pepper bottles were always sticky on the outside. Years later, the economist at work told me that he had previously worked at a Dr. Pepper bottling plant. Their method to control the volume in the bottles was to tap those on the bottling line that had too much liquid so that they would foam over. Mystery Solved! In any event, Diet Dr. Pepper has become my creative catalyst drink of choice.

 

 

  • “Get Out of the Mental Doldrums NOW!” Card – My Uncle Jerry was the most incredible Monopoly savant that I’ve ever played against. He had the distances memorized between properties, knew all the rents for each number of houses, and frequently bankrupted his competitors within 30 minutes. Suffice it to say, at that rate, we played a lot of Monopoly games over the course of an afternoon. This fueled my love for the game, and when trying to come up with a leave behind for the InNOvation presentation, the Get out of Jail Free card came right to mind.

 

In part 2, you’ll learn more about the creative inspirations behind “Taking the NO Out of InNOvation.”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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