GenerationThe Generation phase refers to visible sprouts of innovation. Generation is where the outer contours of new business are drawn. Innovation is much more than generating ideas. Yet, this is the starting point of the innovation process, which will ultimately lead to the results (fruit of these initial efforts).
Whether ideas are generated on an individual basis, or as a team, little sprouts have a hard time to break through and need help to do so. What it takes is an open mindset, a willingness to explore new options, and a nurturing context, which can be created in focused idea generation sessions. These sessions should be based on solid information and knowledge about markets, consumers and one’s own capabilities and goals. The sessions may involve new information, as a source of inspiration, or sessions may reshuffle existing ideas into the right direction.
The purpose is to bridge the gap between consumers and products; to find and define products, packaging options and/or claims which truly affect consumers by solving a problem or by fulfilling a need. These ‘perfectly fitting solutions’ do not automatically emanate from research and strategic goals. In fact, researchers and consultants around the world continuously search for better options to make the idea generation phase faster and more efficient.
White Tree applies the latest findings from research and her own practice to provide her clients with targeted thoughts and ideas, generated amongst their midst, which form a rich basis for subsequent concept development.
To take a look at some of our best practices, click on the link below: | Food for Thought Creative thinking is provocative selfquestioning (de Bono).
The formulation of a problem is often more essential than its solution, which may be merely a matter of mathematical or experimental skill. To raise new questions, new possibilities, to regard old questions from a new angle, requires creative imagination and marks real advances in science (Albert Einstein).
Directed creativity is the purposeful production of creative ideas in a topic area, followed up by deliberate effort to implement some of those ideas. Directed creativity involves using specific techniques to perceive things freshly, break free of the current patterns stored in memory, make novel associations among concepts stored in memory, and use judgment to develop rather than reject new ideas (www.directedcreativity.com). |