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The
process of identifying new product ideas can be straightforward or complex, depending
on your company size and personnel. Inspiration can come from a single individual
toiling away in a lab or from focused workshops involving numerous employees.
Either way, the key is to establish an environment that encourages creativity
and new-idea generation and doesn't worry too much about the feasibility of the
ideas.
Sometimes, generating new product ideas can be as simple as reviewing feedback
users or distributors of your existing products. This feedback may be in the
form of product-failure claims, warranty cards, or customer-comment cards,
or may simply involve regular discussions with salespeople and distributors.
Usually, the process of generating new ideas often works best in a group
environment, but getting people to unleash their creative talents can sometimes
be a challenge. Here are a few focused techniques for groups that have been
proven very effective. If you generally work by yourself, consider adding a
few trusted advisors to your idea working group.
Brainstorming
Most people have engaged in brainstorming sessions and have
a sense of how to participate. In the beginning, the group is arranged in a
circle or horseshoe so everyone can see everyone else's face. A pre-selected
moderator leads by inviting people to throw out ideas at will for a set period
of time. The ideas typically relate to a specific topic area, such as "new
product name" or "solution to a customer need." The goal is to generate as
many ideas as possible, and no one is allowed to criticize others' ideas.
Brainstorming remains the tried and true method of generating many ideas
quickly, but it can also be biased by group members who are more outgoing and
quicker thinking. As such, it tends to miss ideas or insights from quieter
individuals and those who think better at their own pace.
Nominal group process
Nominal group processes are similar to brainstorming, but with
the important distinction that all group members provide input at a relaxed
pace with no judgment from others. Typically, the moderator gradually works
through the group, asking each member to throw out one idea—any idea—or
pass. By going around the room repeated times, each person has ample opportunity
to contribute.
Of course, this method makes some group members feel "put on the spot." An
alternative approach is to use index cards—members write an idea on a
card, which are collected and read by the moderator. This process is repeated
until no one has further ideas to offer. The anonymity of this process generates
many ideas with out threatening any individual members.
Role playing
Brainstorming and nominal group processes can generate a large
number of ideas, but often do not result in truly new thinking. Role playing
can fill this void. By simulating actual situations in front of a group of
analytically-minded employees, new solutions or ways to improve products can
be generated.
Role playing can be particularly effective especially when thinking through
situations that rely up on face-to-face human contact. This type of exercise
can provide insight into the problems and challenges faced by customers and
in improve service products or sales efforts. Role playing is less effective
for evaluating new products. Instead, focus groups with actual or potential
customers are more valuable.
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