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The Innovation Arena: A Method for Comparing Innovative Problem-Solving Across Groups
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Breakthrough thinking from inside the box.

Kevin P Coyne1, Patricia Gorman Clifford, Renée Dye

  • 1Kevin Coyne Partners, Atlanta, USA. kevin@kevincoynepartners.com

Harvard Business Review
|February 21, 2008
PubMed
Summary

Generate innovative business ideas by creating structured thinking frameworks and refining ideation processes. This approach moves beyond unstructured brainstorming and data analysis to foster consistent idea generation and uncover unique product or service opportunities.

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Area of Science:

  • Business Strategy
  • Innovation Management
  • Organizational Behavior

Background:

  • Traditional ideation methods, such as unstructured brainstorming and quantitative analysis, often yield suboptimal results.
  • Unstructured brainstorming is difficult for most individuals, while data analysis typically reflects current market conditions, not future potential.
  • Customer feedback is limited in predicting demand for novel products or services.

Purpose of the Study:

  • To propose a novel framework for enhancing organizational idea generation.
  • To identify and address common obstacles within existing ideation processes.
  • To develop a tested approach for consistently producing valuable business ideas.

Main Methods:

  • Implementing structured thinking "boxes" to guide idea generation and progress tracking.
  • Redesigning ideation processes to mitigate barriers, such as aversion to large group participation.
  • Utilizing concrete, example-driven questions to stimulate creative thought.

Main Results:

  • The proposed methods facilitate more effective and consistent idea generation.
  • Structured thinking frameworks provide a basis for idea development and progress assessment.
  • Recasting childhood passions into adult offerings serves as a powerful ideation prompt.

Conclusions:

  • A structured, process-redesigned approach to ideation significantly improves the quality and quantity of generated ideas.
  • Creating defined yet innovative thinking spaces is key to overcoming brainstorming limitations.
  • Novel product and service concepts can emerge from exploring nostalgic themes and adult adaptations of childhood interests.