How to get the ideas flow? What if the others think our idea is lame? What if we fail? These are some of the reasons why people struggle with innovation and I have also find myself pondering these same questions.
“Ideas stand in the corner and laugh while we fight over them.” -Marty Rubin
I started my Master’s Degree Programme in Customer-oriented Service Development with master class of Practical Design Thinking facilitated by two inspiring specialists, Design Professor Katja Tschimmel and Innovation consultant Gijs van Wulfen. The theme of the course was to get into the concept of Design Thinking, test different design thinking tools and the FORTH-innovation method in a concrete case. In this post, I’d like to share some of my findings from the class. I have summarized them as the four things to remember during the ideation process.
Comparing some of the best known design thinking models Tschimmel (2012) presents in her article it is clear that the first step to take before ideation is to understand the customer, identify the problem or the opportunity and observe them to get inspired. She concludes that these insights are important for later idea generation session. According to van Wulfen (2013) the reason why brainstorming process don’t bring up any ideas is the lack of preparation. It’s all about getting new ideas from exploring ”customers relevant future problems”.
I must admit that it was hard to produce ideas without deeply understanding the concepts or the problems behind the given topic. And I cannot deny that the lack of preparation had an negative effect on our whole innovation process.