Idea generation recipes?

Ideas are in the “air”, right? They are there for the taking. A little research, a little net surfing, a quick brainstorm, some post-it notes, and you should be able to create a couple of dozen great ideas against any particular challenge. Or, does it take a skilled chef(s) and all the right ingredients, blended with care and tended carefully?

I think it is more the latter. We are in the process of defining some “recipes” for ideation based on our successes. In the past managing all the right factors has happened organically, it will be interesting to see if the cookbook approach helps.

What I have experienced and witnessed over the years is that great idea generation requires the confluence of several factors, a few of which are chemistry, skill, data, preparation, intensity, humility, and structure.

- Personalities need to be at least somewhat compatible. I have seen a group of brilliant people in a room for hours with all the other ingredients there, and nothing happens. Conflicting personalities can cause nerves to be frayed, people to not hear each other, people to unplug, and other spark-killing phenomenon. You need chemistry.

- The players need to have the right skills. Several books have been written about the roles needed in a great ideation session. A few examples are moderator, users/personas, client, referee, etc. You must be sure that you have the right players on the flied.

- Who is the user? What are they feeling and thinking? What are you trying to make happen? There is a host of inputs that you will need based on your particular challenge. Be sure you cover all your data bases ahead of time.

- Don’t have people come in cold. Give participants homework. It could be about getting into the target’s head, understanding the product, or thinking in advance about the goal. The point is to get juices flowing, focus on the right things, and to come in with guns blazing. Preparation.

- This is related to the chemistry ingredient. You need to have energy and enthusiasm. There are many factors that can tamp down the fire. If you need to, invite outsiders into the session to inject energy and keep people on there toes. Keep people engaged with breakouts, exercises, etc. Don’t let the session go flat.

- If you have individuals that want to “win”, you are going to have trouble. It has to be about getting to the best solution and not defending or selling individual ideas. Everyone needs to clearly and passionately state their case, but also must bow to the wisdom of the group and be prepared to “let it go.”

- Have a plan. I mentioned exercises (btw – I am talking not about the jumping jacks type, but rather mental exercises related to the challenge). Also think about a rough agenda, voting on elements of the idea, telling stories, reformulating your plan as you go, have a parking lot on a white board, etc.

One size or plan does not fit every situation and team. But paying attention to the above ingredients, the particulars of your team and challenge, and tending the process carefully should help you generate great solutions more consistently.

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