IDEATION AND CREATIVITY ES1-LEO

Transcription

1 IDEATION AND CREATIVITY ES1-LEO

2 We cannot solve our problems with the same thinking we used when we created them. Albert Einstein

3 Definition of Ideation The process of forming ideas. The creative process of generating, developing, and communicating new ideas An idea is understood to be a basic element of thought that can be either visual, concrete, or abstract An essential part of the design process, both in education and practice

4 What is Ideation The exchange of ideas in order to generate more ideas To get people to think about things in new ways It is important to be open and not rule anything out No criticism or judgments allowed Failure is an opportunity to seek new solutions or ask different questions

5 The Purpose of Ideation To generate as many ideas as possible in as condensed a timeframe as possible To create business value. This can be a reduction in cost, a new product, an improvement to an existing product, or a new service

6 Value of Ideation f To discover important new products or features To add efficiency to a process To develop open communication through the process of discussion To leverage the collective brainpower of the entire organization People involved develop a sense of purpose and value to the company

7 Ideation as a system Environment Innovation pain/strategy Business environment Users Process Open innovation Ideator You?

8 What it takes More than one person, group, or organizational unit Collaboration has to be developed What can we do together must turn into what will we do together. Relationships are often the key There must be some structure to the process A tangible goal has to be defined

9 Collaboration / There are probably many secrets to the number one restaurant in the world s success and in the above video executive chef Rene Redzepi of Noma details one among them: staff meals. The entire team sharing a few moments of togetherness facilitates conversations about flavors and menu ideas that otherwise might not happen. The practice also offers a platform for Noma s various chefs to experiment with potential flavor combinations and get feedback from his peers. This ritual appears to be invaluable to the Noma staff and it could easily be installed all across the foodservice industry on new product development teams where it could be just as useful for a few reasons. Mostly, because it fosters collaboration. Chefs of varying ranks help prepare the food together and everyone s opinion is valued. Moreover, the group meal allows for quality time among the staff. Time in which they can share stories about food with one another and swap new best practices and techniques.

10 The Process of Ideation Look at trends Do an industry analysis Leverage customer interactions Voice of the Customer Customers can provide some insight into wants or needs Particularly l with early adopters Brainstorm possible solutions SWOT analysis (strength, th weakness, opportunities, threats)

11 Tools for ideation Trends Value mapping Extreme challenges Co-creation

12 Example: Value mapping 1. Interview your customer/end-user preferably use video 2. Listen to/watch the interview together with your colleagues 3. Individually: write down the values you think the users are expressing 4. Place the values onto a value-wheel 5. In groups: Group the values into themes 6. Use the value-themes as point of departure for your ideation process

13 Conclusion Creative problem solving usually requires two distinct phases: divergent thinking (ideation) and convergent thinking (idea analysis and evaluation) There has to be some method of implementing proposed solutions What good are ideas if they are not put to use?