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Creativity and Innovation in Concept Development

Learn how to identify new concepts, the importance of group collaboration, rules of brainstorming, and assessing the best ideas using concept assessment matrices.

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Creativity and Innovation in Concept Development

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  1. Chapter 7 Creativity and Innovation

  2. LEARNING POINTS: • To know how to identify new concepts. • To show the importance of groups. • To understand the rules of Brainstorming. • To be able to identify the ‘best’ concepts. • To be able to compile a Concept Assessment matrix. • To know when to innovate and when to improve a service.

  3. Ideas and ‘Concepts’ • Ideas are things you might do • Concepts are different approaches by which you might do them. Qualities for Creativity • Ability to identify new problems • Ability to transfer knowledge gained in one context to another

  4. Groups are MOREcreative • Experience has shown that GROUPS are more successful than individuals working alone – even for long time periods. • The most popular format for this group work is a BRAINSTORMING SESSION …but after group sessions, individuals often come up with further and better solutions - this is the ‘soaking’ phase – must be encouraged

  5. Brainstorming Rules • Comfortable surroundings - NO interruptions • Appoint a ‘scribe’ (keep all ideas visible) • Have a ‘warm-up’ session (something simple – gets the right mental attitudes started) • Explain the problem • Get each group member to re-state the problem, as they see it • Go through each re-stated problem, getting ideas for each • Persevere when ideas seem to be drying up • Do NOT evaluate ideas immediately – wait a couple of days

  6. Guidelines for Brainstorming • No interuptions. • environment free of ridicule. • Leader facilitates & does not dominate the discussion. • Records kept of all ideas at all stages. • Ideas drawn out visibly on flipchart. • Acceptance of the ideas of others. • Quantity BEFORE quality – is the rule • Members are encouraged to use other people’s ideas and modify or ‘build on’ them

  7. Allow TIME • Product improvement takes time • Seeking new concepts takes longer

  8. BLUEPRINTING Use blueprinting as a method for improving a product/service Enhance it by completing the additional ‘sensory’ aspects below: • Taste • Sight • Hearing • Smell • Feel What did you note? And how could the process be improved?

  9. How to assess ideas • You need lots of ideas • You first assess them against the specification • You will still have ideas left • So assess these using a Concept Assessment Matrix

  10. 1 2 3 4 5 Concept Key Criteria Datum concept +/- +/- +/- +/- +/- Concept Assessment Matrix S. Pugh (1991) A B C D E F

  11. Innovation is more easily accepted in the service sector – there is less of an existing infrastructure to shift….but… INNOVATION • Innovation takes time • Innovation costs more • Innovation is more risky

  12. The Effect of Innovation

  13. Most innovations do not change the world.Don’t innovate unless you have to. It is often better to improve than to innovate.Most innovations are just a small part of the total service (sub-innovations) and it is necessary to identify the innovative parts and those parts changing incrementally. TIPS FOR INNOVATORS

  14. Avoid thinking ‘that is a good idea – let’s do it’. • The failure rate resulting from random inspirational sparks vastly out number the successes - unless they are funnelled towards organisational needs, strategies, and a planned product range.

  15. SUMMARY OF KEY POINTS • Brainstorming sessions can release untapped talents of creativity. • New concepts must be funnelled towards organisational needs, strategies, and a planned product range. • Understanding that a service can be changing incrementally or innovatively can direct you emphasis in design management. • In most products and services there are parts that are innovative parts that are not. It is necessary to split down any such system into its broad component areas and find the product status of each of these. • New concepts are first assessed against the specification and those that remain can be assessed against these matrices to identify the overall best.

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