Background

A good briefing provides all the relevant information to identify search fields for the creative exploration phase. The itinerary is created by creating a smart sequence to explore the search fields.

Background

Based on the itinerary questions, tools, documentation form, and responsibilities, and the timing are defined.

Background

Participants are stimulated in the Creative Workshop to think "out-of-the-box" through various creativity techniques. The fast pace and multiple forms of stimulation and interaction lead to a high number of inputs.

Additional inspiration sources

Based on the topic and scope, other sources of inspiration can be tapped into:

IdeaInterviews: Get inputs from stakeholders in 1:1 interviews
ExpertInterviews: Get inputs from leading experts
NetScouting: By inspired by what others do - identify interesting topics in the web
TrendsScouting: Hunt for cool trends in other geographical regions

Background

How great ideas are born

• Discovery of ideas in the results of the amassing phase
• Combination of elements from the amassing phase
• Enhancement of existing ideas with building blocks from the amassing phase

Inspiring format of presenting amassing results

The results of the amassing phase are presented in inspiring formats - catering to the different personalities of the participants.

The concrete ideas

Participants capture their good ideas and provide a crisp title and a clear description of the idea.

Background

All ideas from the discovery phase are presented to the participants in a comparable form and in random order (to avoid bias). The participants can choose to "like" an idea or simply ignore the idea. The results of this first feedback are available in real-time and shared with the participants.

Background

Participants pick one criterion (they feel comfortable with) and then rate all ideas based on the selected success criteria on a scale from 1 - to 10 using the Idea Machine Engine tool. Participants who feel comfortable with more than one criterion can pick more than one criterion.

The results are available in real-time.

They show:

• Which ideas pass all criteria
• Which ideas have no chance and
• Which ideas pass most criteria, but there is a high polarization with a certain criterion. These ideas often have high potential once refined.

Background

After the refinement process

We know which ideas are pursued (status "keep"), which ones put on hold and which ones are ignored.

There are three ways of looking at the results

1) By average ratings of all criteria

• This view shows the leading ideas based on the average of all averages for all criteria.
• If you have good values here you can be sure that the idea is solid.
• If you have similar ideas pick one and add aspects of the others and drop those.

2) By maximum polarization of a single criterion

• This view shows the ideas with the highest polarization of all criteria.
• This is a very good starting point for the refinement discussion (title and description can be amended to the taste of the team).

3) By number of likes

• It might happen that ideas with many likes don't pass the Criteria Scan - you might have to drop this idea.
• This is no problem as long as you have good reasons to drop the ideas and can answers the question "what happen to this idea - it got so many likes".

Background

The refined ideas are now visualized by a design team. The essence of the ideas is highlighted. Copywriters ensure comparability of the descriptions and clarity of the titles.

This ensures comparability for the ideas selection step.