Ideas are Like Opinions; Everybody Has Them - Introducing The Ideation Cycle
Brian Solis
Head of Global Innovation, ServiceNow | 9x Best-Selling Author | Keynote Speaker | Digital Futurist | Ex Salesforce Exec | Ex Google Advisor
Every day, I hear new ideas and I witness the act of having and articulating them rewarded. Follow through? Not so much…
While we want to encourage ideas, equally we must foster a culture of empowerment where people are inspired and duly recompensed for bringing ideas to life.
Ideas represents the DNA of change. Without diligence, pursuit and nurturing, they are not change alone. Indeed, ideas represent possibilities for alternate futures. But most of the time, ideas are a commodity. Like opinions, everyone has them.
See, ideas are only concepts until ownership is assigned, action is taken, accountability is managed and something tangible is carried through a critical milestone of “test and learn.” That takes someone with not only idea but also those with tenacity, expertise, passion, and resilience to navigate them from imagination to reality.
It’s taking that “back of a napkin” or “what if” moment in the real world and bringing together a unique balance of people, imagination and inspiration to lead ideas from conversations to reality.
That’s where you come in. Have ideas of course. This entire conversation would be moot if the culture of your organization is risk averse or worse, forcing fear upon people. People must be inspired to in turn inspire others. They must be empowered and incentivized to chase ideas. More so, there must be support and processes in place to test, learn, iterate and market ideas. Then and only then will your organization shift from a management culture to that of innovation.
The Ideation Cycle
Idea: Concept and ideation
Communication: Internal marketing and promotion of the idea
Evaluation: Research and internal validation
Planning/Strategy: Make the case, demonstrate business value and ROI
Resourcing: Define ownership and assign roles and responsibilities
Test and Learn: Evaluation + external validation
Iteration: Get feedback for redesign or optimization and fine-tuning the idea
Dissemination: Rally support for pilot or full market release
Execution: Productize the idea, deliver en masse and define and ensure its success before, during and after launch
Measure: Demonstrate effect, communicate insights, and show next steps
Repeat
Management breeds mediocrity. Creativity illuminates ideation. Leadership inspires innovation. Innovation elevates change and opportunity.
What is your culture amplifying today? What could it focus on and develop instead?
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IT Manager at Schlichter Bogard
9yThank you. Refreshing article. Thought provoking. (No pun intended.)
Senior Manager, Business Systems Analysis and Project Management at Contentful
9yOddly enough, as a project manager I see the process typically break down in the Planning/Strategy step. The Resourcing step and Iterative testing are tied for second place for me :-). Is a product going to be useful and provide value in the end?
CMO, VP of Marketing, Storyteller | Product + Demand + Brand
9yThis is a well thought out process, and as with most of your stuff, a great read. I think the "Execute" part is where things get most complex, and is the area of importance that's most underestimated. Releasing new products requires a thoughtful approach to launching, operationalizing, and scaling to get to the part where you measure success. The best ideas tend to end up fizzling out if that part isn't fully fleshed out. When it all works out, though, there's nothing more exciting.
SABIC Technology & Innovation
9yVery interesting that "Management breeds mediocrity" --- so true!
Msc. MD, Expert in Medical Oncology/ Biotechnology /Life Science /Diagnostics in Shanghai
9yNice charts on napkins. Nice post as usual.