CREATIVITY

AND
THE
BUSINESS IDEA Sources of
New Ideas
• Consumers

arrange
to express

for
their

Analysis uncovers ways to
improve offerings that may
result in a new product or
service.

Channel members can help
suggest and market new
products
because
of
familiarity with the needs
of the market.

Freewheeling
encouraged.

Quantity of ideas is
desired.

Combinations
and
improvements of ideas
are encouraged.

is

Consumers are provided with
a list of problems and are
asked to identify products that
have those problems.

Results must be carefully
evaluated as they may not
actually
reflect
a
new
business opportunity.

Files of the Patent Office can
suggest
new
product
possibilities.

New product ideas can come
in response to government
regulations.

Creativity tends to decline with age,
education,
lack
of
use,
and
bureaucracy.

Latent creative potential can be
stifled by
perceptual,
cultural,
emotional,
and
organizational
factors.
Creativity can be unlocked by using
any of the creative problem-solving
techniques:

largest source of new ideas is
the
entrepreneur's
own
"research and development"

A formal endeavor connected
with
one’s
current
employment.
An
informal
lab
basement or garage.

in

Brainstorming

probably the most well-known
and widely used for both creative
problem
solving
and
idea
generation.

Session starts with a problem
statement.

No group member should be
recognized expert in the field of the
problem.

All ideas must be recorded.

a

Focus Groups

Important attribute of a successful
entrepreneur.

No criticism.

Problem Inventory Analysis

Methods of Generating New Ideas

Research and Development

Rules of brainstorming:

Creative Problem Solving

Federal Government

Formally
consumers
opinions.

Distribution Channels

Informally monitor potential
ideas and needs.

Existing Products and Services

A moderator leads a group of
8 to 14 participants through
an open, in-depth discussion
in a directive or nondirective
manner.
An excellent method for
generating
and
screening
ideas and concepts.

Brainstorming

Allows
people
stimulated
to
creativity.

to
be
greater

Good ideas emerge when the
brainstorming effort focuses
on a specific product or
market area.

Reverse Brainstorming

criticism is allowed.

A group method that focuses on
the
negative
aspects
and
dentification of everything wrong
with an idea, of a product, service,
or idea as well as ways to
overcome these problems.

this solution development is called creative synthesis. Collective Notebook Method – – a small notebook that easily fits in a pocket —containing a statement of the problem. Opportunity Recognition Forced Relationships – the process of forcing relationships among some product combinations – A five step process which focuses on generating ideas from relationship patterns between elements of a problem. then another and another.–  can be effectively used before other creative techniques to stimulate innovative thinking. and any pertinent background data—is distributed.  A business opportunity represents a possibility for the entrepreneur to meet a large enough unsatisfied need that is worthwhile Product Process Planning and Development . Giving participants more time to think than in brainstorming sessions – Participants write their ideas on special forms or cards that circulate within the group. Free Association – Simplest method yet most effective – a word or phrase related to the problem is written down. an idea-finding technique that requires the entrepreneur to list the attributes of an item Big-Dream Approach – Requires that the entrepreneur dream about the problem and its solution. blank pages. thinking big. Developing a new idea by group members regularly recording ideas at least once. in other words.. – one or more solutions are developed. – Developing a new idea by thinking w/o constraints or w/o regards to negative Parameter Analysis – Gordon Method Developing a new idea by focusing on parameter identification (analyzing variables in the situation to determine their relative importance) and creative Checklist Method – • Attribute Listing Brainwriting – •  Developing a new idea through a list of related issues.   – Method for developing new ideas when the individuals are unaware of the problem. • • • – created by Bernd Rohrbach at the end of the 1960s under the name Method 635 – A form of written SILENT brainstorming. (6 mem. – Developing a new idea through a chain of word associations. 3 ideas/5 min) then pass. – Solutions are not clouded by preconceived ideas and behavioral patterns. synthesis. but preferably 3x a day.

Production factors E-commerce and Business Start-up Product Process   Planning and  E-commerce offers entrepreneurs an opportunity to be creative and innovative.  – Criteria should evaluate the idea in terms of: o Market opportunity. evaluate) of intranets in - Promising ideas should be identified and impractical ones eliminated. - Determine the need for the new idea as well as its value to the company.Establishing Evaluation Criteria – Criteria should be established at each stage of the product planning and development process. o Marketing system o Financial factors o  interview Product Development Stage – Consumer reaction to the product/service is determined. etc. o Competition. It should be allinclusive and quantitative in nature. Refined idea is tested to determine consumer acceptance which can be measured through the more • Use e-commerce packages provided by software companies. o Outsource these operations to Internet specialists. risk analysis. Declining need. Future need) Concept evaluate) – Stage(lab  secure Using E-Commerce Creatively – Entrepreneurs have to decide whether to: o Run Internet operations within the company. Emerging need. Test Marketing Stage – Increases certainty of successful commercialization. – Actual sales reflect consumer acceptance. – Faster and systems. conversational method. Development Idea Stage (idea. – Adoption companies.  Factors that facilitate high-growth in electronic commerce: – Widespread use of personal computers. . dev’t. (Continuing Need. – Acceptance of the Internet as business communication platform. – A consumer panel is given a product sample and preference is determined through methods such as multiple brand comparisons. - Evaluation method – Systematic market evaluation checklist.