Types of Ideation

types ofideation

( ersion 0 9)(version 0.9)

A d P h M l F dA d é C i h D i l EAnderson Penha@anderson_penha

Marcelo Fernandes@fernandes2050

André Coutinho@andrehcoutinho

Daniel Egger@daniel_egger

Ideation is the process in which new mental models are

creation

created

creation

0 10 1chaos order

(fonte: Jason Theodor)

The traditional i ti

Incremental

innovation management divides ideas in:

Incremental ideas are improvements that create upon the already established context.

S b t ti l id d t

Substancial

Substantial ideas expand or create new adicional value to na existing context

Disruptive ideas is the creation of “something” th t t t t

Disruptive

that creates a new context.

how?how?

A “creative portfolio” is unique for each company and is similar to the art of cooking We haveto the art of cooking. We have several ingredients, only the right dosage and combination of eachdosage and combination of each of them creates the delicious e worthwhile result.o t e esu t

1st

ingredient

Ideation is the process of generation, development g , pand communication, transforming insights intransforming insights in things.

ventureteams

What are?

Ventures teams are teams of specialist with the objective of implementing a chosen b siness plan of an idea Normall thechosen business plan of an idea. Normally the concept has a high potential and could generate possible conflicts with the culture and processes of the Core Company (OldCO).

Wh ?Venture Teams

Why?

M ilit d f th ti f id• More agility and focus on the execution of ideas• Creation of an alternative culture • Utilization of OldCO resources to establish the new business • Richness of multidisciplinary teamsp y• Agile Project management • Focus on implementation with certain risk of not valorizing

new potential ideasMainly works with internal teams and stakeholders• Mainly works with internal teams and stakeholders

• Limited level of experimentation

PProcessVenture Teams

Integration of “new branch” in

OldCO

Execution

Idea selected by OldCO; business

Team formed by OldCOOldCO; business

plan elaboratedOldCO

Creation of NewCo

innovation

tteams

?What are?

I ti tInnovation teams are employees of an organization that work in a predefined functional structure dedicated to inspirefunctional structure dedicated to inspire, collect, create and integrate new ideas and business opportunities.

Wh ?Innovation Teams

Why?

Cl d fi d l• Clear defined goal• Communicates and reinforces the importance of innovation in the 

organization• Multidisciplinary teamp y• More free access to information (matrix structure)• Risk of  unmotivated teams• Team has high expectation that ideas are implemented and valued• Team members question existing career models• Team members question existing career models• Team often composed by political choice or by employees from 

stereotyped functions ( “creative people”)• No participation of external stakeholders 

(customers, not customers, partners, influencers of business)

ProcessInnovation Teams

Ideas presented to company  

and prioritized by a committee

Closed pre‐defined creative

Idea generationdefined creative 

team

kaizenkaizen

What is?

KAIZENKAIZEN originated in Japan in the 80’s. It is a process of continuous improvements where the “status quo” is questionedwhere the status-quo is questioned constantly. KAIZEN focus on organizational process and on the individuals who execute it.

h ?KAIZEN

Why?

• Focuses on incremental improvements to gain productivity• Focuses on incremental improvements to gain productivity• Tangibilization of process and measuring of the output• Importance in improving the people and the process• Focus on the collective and discipline• Goal to increase the individual moral• Often utilizes “suggestion boxes” to collect ideas

Not open to experimentation of new processes• Often applied in low growth industriesOften applied in low growth industries

ProcessKAIZEN

KAIZEN philosophy and project planning

Ideas are presented and implemented

Collective moral boosting and 

training

Generation of  (incremental) ideas at Kaizen events andtraining events and “suggestion boxes”

TRIZTRIZ

What is?

TRIZ started in engineering with the focus on “inventive problem solving”. It presents a systematic approach to provide incentives and apply an algorithmic approach to the invention of new systems, and the refinement of existing y , gones.

h ?TRIZ

Why?

• Uses systematic pre-defined model-based technologyUses sys e a c p e de ed ode based ec o ogy• Focuses on solving of dilemmas, trade-offs and problems• Identification of pattern and algorithm to increase problem

solvingDue to structural approach TRIZ eliminates the need for• Due to structural approach TRIZ eliminates the need for super-creative people and intuition

• Certain super simplification of the complex system and naturally focuses on the most practical solution and low risky p

• Works with known premises, focuses on collective work and in house staff "experts“

• Deductive reasoning

ProcessTRIZ

Knwonproblem, dilema

Solution of the specific

Definition of problem Generalization Problem 

solution of the general

brainstormingg

What is?

Brainstorming is a group creativity technique to explore the collective creative by

fcollecting the maximum quantity of ideas to solve predetermined problems.

h ?brainstorming

Why?

• Reinforces the importance of innovation in the organization• Reinforces the importance of innovation in the organization• Focus on the quantity (goal) and not necessary on the quality

of ideas• Prioritization during the session can limit potential ideas• Cross stimulation between the participating team members• Rules are theoretically clearly defined (equality etc).• Induced predefined initial premises• Internal group with no participation of external stakeholdersInternal group with no participation of external stakeholders• Problem-solving process of a known problem, contexts and

circumstance

Processbrainstorming

Definiedproblem

Prioritization ofPrioritization of ideas and 

creation of a “top rated list”

Definition of the problem

Brainstorming

knowledgemangement

What is?knowledge management

Knowledge Management comprises a range of strategies and practices

fused in an organization to identify, create, represent, distribute, and enable adoption of insights and experiences.g p

(source: wikipedia)

h ?knowledge management

Why?

• Main focus is on capturing data, information to value known a ocus s o cap u g da a, o a o o a ue oexisting experiences and amplify the creation of new knowledge

• Generally requires a robust technology infrastructureMapping of organization information flux and social interaction• Mapping of organization information flux and social interaction

• Reduce rework and increase efficiency through the application of good and best practices

• Impacts the whole organizationp g• Increases transparency in the organization• Difficulty to prioritize process in the day by day work flow (lack

of time, angst, status, mood and career)• Focus on dissemination and seldom on the interpretation and• Focus on dissemination and seldom on the interpretation and

appreciation

Processknowledge management

Strategic objective

IT infrastrucutrePublication

Complementation and adjustments

Collection of data, information and experiences Review and 

interpretation

openpinnovation

What is?open innovation

O I tiOpen Innovation is a movement of the technology industry and focus on the generation of ideas and solutions It utilizes angeneration of ideas and solutions. It utilizes an open environments with the participation of experts and enablers such suppliers, universities and research centers. Open Innovation focuses on “importation” and “exportation” of knowledge as well as patents p g pto leverage innovation.

h ?open innovation

Why?

• Access to external expertise• Access to external expertise • Integration of external stakeholders• Reduction of R&D investments• Increases of T2M• Capture new ideas and patents through technology transferCapture new ideas and patents through technology transfer

agreements (royalties)• Increases the dynamic between the organization and market• Problem solving with pre-defined premises• Transaction costs can be high (patents intellectual propertyTransaction costs can be high (patents, intellectual property,

contracts with partners)• Important to balance the risk of "leakage“ from idea to market versus

ability to implement the idea before the competition• Open innovation is an action strategy can be combined with otherOpen innovation is an action strategy can be combined with other

tools, like TRIZ to improve the definition of the initial problem

Processopen innovation

crowdsourcing

What is?

Crowdsourcing is the process of "outsourcing" tasks to a large group of people It as pop lari ed b online platformspeople. It was popularized by online platforms as InnoCentive that manages the distributed problem solving process by promoting contests.

h ?crowdsourcing

Why?

• Closing the gap between professional and amateurs• Closing the gap between professional and amateurs• Problem solving process• Process for outsourcing jobs and quick access to external

knowledge ("collective intelligence")O t it t d i t t d l t k i kl• Opportunity to reduce investment and solve tasks more quickly

• Strengthen of ties with the brand• Identification of talents• Depends on the motivation and free time of the crowd• Not always has a financial reward for the participants• Limited contracts and agreements regarding intellectual property• Ideas are filtered by the organization based on the initial defined

problem solving premisesp g p• Not necessary boost collaboration• Generally needs a technology platform and infrastructure

Processcrowdsourcing

Problem

Negociation

Crowd Idea generation Filtration Prioritizationg

creation

What is?

C tiCo-creation is the process of innovation that occurs when diverse internal and external known and yet unknownand external, known and yet unknown stakeholders participate actively in the generation of concepts and ideas, creating a mutual value for all participants.

h ?co‐creation

Why?

I t ti f l i t l t l t k h ld• Integration of several internal e external stakeholders• Power to mobilize organizations• Focus on generating concept and quality ideas• Internal idea sales process

R d ti f b i f i l t ti• Reduction of barrier for implementation• Reduced market acceptance risk (client, supplier participate in the creation)• Explore incremental as well as breakthrough ideas (questioning premises)• Limited contracts and intellectual property agreements

Sh th bl d ti• Shows the same problems as a democratic process• Generation of mutual value• Can be combined with various other processes such as open innovation, 

crowd sourcing and venture teamsP i "it ti "• Process is "iterative" 

• Ideas are modified during the process

processococriação

Creation of a new organizational value

Employees Stakeholder

businessdesign

What is?

Business Design is the creative process related to the configuration, design,

d li f f d f ti f b imodeling of form and function of new business concepts. It is usually guided by a strategic intent or purpose to solve a problem. p p p

h ?business design

Why?

• Integration between analytical and intuitive thinking• Integration between analytical and intuitive thinking• Inductive, deductive and abductive reasoning• Usually managed by a small group of people (designers and

design thinkers ") • Immersion into the problem and context• It seeks to create meaning for people• Integration of other contexts• Process is "iterative"Process is iterative • Ideas are modified during the process• Methods of observation, ethnography, prototyping and others

to design alternative futures.

Processbusiness design

Creation of a new organizational valueorganizational value

Team of designers Insights from several stakeholders

Idea generation

collaborative reconstruction

What is?

C ll b ti R t tiCollaborative Reconstruction is the collaborative process of deconstruction of paradigm paradoxes and realities the searchparadigm, paradoxes and realities, the search for new insights from other contexts and circumstances, the extrapolation of premises and the reconstruction of new concepts and ideas. It valorizes the organization history the current context and future challenges.current context and future challenges.

h ?Collaborative Reconstruction

Why?

• Creation of new concepts ideas and opportunities• Creation of new concepts, ideas and opportunities• Questioning premises and paradigm• Complex process• Extrapolation, exploration and deconstruction of assumptions• Reconstruction of premises for new ideas and concepts• Integration of internal e external stakeholders in all phases• Process is "iterative" • Ideas are modified during the processIdeas are modified during the process

ProcessCollaborative Reconstruction

Creation of new concepts

ThankThankYouYou

A d P h M l F dA d é C i h D i l EAnderson Penha@anderson_penha

Marcelo Fernandes@fernandes2050

André Coutinho@andrehcoutinho

Daniel Egger@daniel_egger