product/service management lap 11 techniques for generating product ideas
TRANSCRIPT
Product/Service Management
LAP 11
Product/Service Management
LAP 11
Techniques for Generating Product Ideas
Objectives:Objectives:
Describe techniques used to identify product ideas.Describe techniques used to identify product ideas.
Explain the nature of product ideation.Explain the nature of product ideation.
Explain the nature of product ideation.
Everything starts with an idea. Everything starts with an idea.
You can be creative, too. You can be creative, too.
Look for opportunities. Look for opportunities.
Think “outside the box.” Think “outside the box.”
Generate marketable ideas for products. Generate marketable ideas for products.
The market’s needs and wants change constantly.
Businesses need to stay ahead of the competition.
Products’ life cycles are becoming shorter.
New Product Ideas Are Key
Sources of InspirationSources of Inspiration
TrendsTrends CustomersCustomers
Sources of Inspiration
How can you make problem products better?
Are there ways to improve even
your best selling products? What complementary products could be offered?
Existing products
What are substitutes for existing products?
Channel your strengths into successful new products.
Do What You Do Best
Pitfalls of IdeationPitfalls of Ideation
Lack of creativity
Concernabout the unknown
Pitfalls of IdeationPitfalls of Ideation
Pitfalls of IdeationPitfalls of Ideation
Fear of criticism
Describe techniques used to identify product ideas.
Think“outside the box.”
Think Creatively
Think in different ways.
Focus your mind on unrelated things.
Lateral Thinking
Use illogical methods to develop new ideas.
Approach an issue from new illogical directions.
Don’t judge the quality of ideas that are shared.
Don’t judge the quality of ideas that are shared.
Identify as many ideas as possible during a certain time frame.
Identify as many ideas as possible during a certain time frame.
Lateral Thinking Methods
BrainstormingBrainstorming
Multiple individuals
Competing teams
Teammates responding in a certain order
No assistance from others
Multiple individuals
Competing teams
Teammates responding in a certain order
No assistance from others
Relay brainstormingRelay brainstorming
Ways to Brainstorm
Respond quickly.
Respond quickly.
Round robin brainstormingRound robin brainstorming
Ways to Brainstorm
Take turns. Take turns.
StarburstingStarburstingWays to BrainstormWays to Brainstorm
Draw a six-pointed star.
Write product opportunity in center.
Write Who? What? Why? Where? When? and How? at the points.
Ask and answer questions starting with these words.
Draw a six-pointed star.
Write product opportunity in center.
Write Who? What? Why? Where? When? and How? at the points.
Ask and answer questions starting with these words.
Who? Who? What? What?
Why? Why?
Where? Where? When?When?
How?How? ProductOpportunity
Mind Mapping Ways to Brainstorm
Seasonal?Cost?
Apple
OrganicArtificial
Paw Paw
Banana & Pear
Chocolate:Dark or White
Apple spices Apple Pie flavor
New ice cream
flavor
Write product opportunity in center of a piece of paper.
Draw line to other words/ phrases related to main idea.
From these words, draw other lines to more related words.
Expand your thinking.
Get many ideas down on paper in short period of time.
Ways to Brainstorm
Take turns randomly sketching and doodling on a piece of paper.
Build on others’ drawings until page is covered.
Study the doodles.
Try to identify shapes that you see.
Find ways to relate shapes to product opportunity.
Braindrawing
Lateral Thinking Methods
• Name the first thing that comes to mind.
• Record your train of thought.
• Make connections between your thoughts and your product opportunity.
Free association
• Use basic question starters.
• Develop original questions about your product opportunity.
Forced questioning
Lateral Thinking Methods
Synectics
Forced relations
Connect unrelated ideas or items to find new practical combinations and products.
Forced associations make a direct connection between random words and the issue at hand.
Forced analogies use metaphors and similes to create connections where none exists.
Lateral Thinking Methods
Programmed Thinking
Organized
Logical
Analytical
Organized
Logical
Analytical
Programmed Thinking Methods
• List a product’s characteristics.
• Focus on finding ways to improve the product’s existing attributes.
• List a product’s characteristics.
• Focus on finding ways to improve the product’s existing attributes.
Attribute listingAttribute listing
Morphological analysis
Programmed Thinking Methods
• List a product’s attributes.
• Combine some or all of the product’s attributes in different ways to create new products.
• How do they generate new ideas?
• What creative-thinking techniques do they use?
• Where do they get inspiration for new products?
New product ideas are essential for success.
Think about your place of employment or SBE.
• What recommendations would you make to improve their ideation processes?
Carter Bryant created the popular Bratz doll line while working for Mattel.
Mattel claims that, as Bryant’s employer at the time, it owns the rights to Bryant’s idea.
But, Bryant worked on his idea for Bratz in his spare time—not on the clock.
• Should he have given his idea to Mattel?
• Was it okay for him to sell his idea to a competitor?
• What would you have done?
He sold his idea to MGA Entertainment, a competing toy company.
Did Bryant behave ethically?
MBAResearchAcknowledgments
Original DevelopersLelia Ventling, April J. Miller,
MBAResearch
Version 2.0
Copyright © 2011MBA Research and Curriculum Center®
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