Generating ideas internally:
With a clear innovation strategy in place to guide your idea generation activities, turn next to generating ideas internally. There are many tactics you can use to do so, we present seven below.
Like with most new initiatives, it normally makes sense to build your internal idea generation process in a phased way, starting simply and adding sophistication over time. As an example, table 1 comprises three phases. Phase one encompasses relatively quick, simple and easy activities, phase two adds more complex activities, and phase three represents systematic, deep engagement. Note this table is illustrative, not prescriptive. In practice, you will need to experiment to determine which approaches work best for you organization.
Table 1: Internal idea generation options
Phase one |
Phase two |
Phase three |
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Brainstorming teams – the quickest and simplest way to get started is to hold brainstorming sessions with selected employees to examine trends, explore new markets or industries, solve problems, and address specific topics. It is very important that these teams are comprised of diverse people with respect to function, background, seniority level, and demographics. The directive given to these teams should be clear, but should allow for some “blue sky” thinking. The team size should be large so that enough distinct perspectives are brought to the table and so that it can perform the necessary cognitive legwork, but small enough where everyone can participate and the team is not bogged down by its size. We have found the ideal team size to be between five and ten.
Market and scenario analysis – assign individuals and / or teams to research and analyze more formally the key customer, competitor and technology trends in your industry. This may include conducting similar analyses in related industries. Based on this analysis, develop a range of internally consistent scenarios on what the future of your industry may look like. What are customers likely to want or need? How are competitors likely to respond? What new competitors will enter? What new technologies will become available? Based on these trends, what new product and service ideas come to mind?
Solicitation of ideas – make a formal announcement to employees that you want to actively invite new product and service ideas. Set the ground rules and strategic objectives, and then create a simple web-enabled database tool to enable easy submission, sorting and storing of ideas. In subsequent iterations, the tool could be modified to allow for interaction to further define ideas or perhaps allow employees to provide collaborative feedback. Motivate your people to submit ideas by offering recognition and other rewards for good ideas, and monetary compensation if an employee’s idea is successfully commercialized.
Peer networks – allow employees to self-select into groups to address specific market and product areas. Require a coordinator / leader for each peer group, and assign a senior executive to serve as a mentor to each peer group, holding periodic review sessions and providing advice and visibility within the broader organization. Adopt one of the common social media tools to facilitate peer group discussion and collaboration. Although participation is voluntary, provide career and other rewards for peer group participation. Ensure the groups self-regulate and replace uncommitted members.
Corporate events or challenge – hold specific innovation challenges that can span several days or weeks. These events can be virtual or live gatherings and involve a clearly defined challenge to creatively generate ideas.
Internal idea incubator – set up a dedicated department to coordinate idea generation and other elements of ideation and commercialization. Such an incubator may be part of an R&D department or a corporate venturing group.
Creative time allocation – allow your employees to devote a portion (usually between 10 and 20%) of their time to work on generating ideas of their choice. Although this is an expensive option, companies such as Google have seen many products ideas hatched because their employees are more motivated to work on ideas they find interesting and in which they have a sense of ownership
Next time....Generating ideas externally
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