IDE A TION, INNOVA TION, A ND C RE A TIVITY

Ideation/ Where to get ideas

Gap analys is / Developing an idea

Great Bus ines s idea/ E valuating an idea

Protecting your idea/ C onfidentiality A greements

Patents / Trademark/ copyrights

E ntreprenuerial C reativity and Obs tacles

Innovation concept
Impacts to innovation

Organizational motivation to innovate

Whatis ideation?
• Ideation represents the creative process of
generating, developing, and communicatingnew
ideas, where an ideais understood as abasic
elementofthoughtthatcan be eithervisual,
concrete, orabstract[1]. As such, itis an essential
partofthe design process, both in education and
practice[2].
• B us ines s begins with
IDE A TION.
• IDE A TION s hould be the
firs t inves tment of
anybody who s eeks to be
an entrepreneur.
• The s ingle mos t
important activity or any
entrepreneur or s mall
bus ines s manager is to
generate bus ines s ideas .

Ideas are the

fuel of any
enduring
brand
 WHE RE TO GE T IDE A S ?

• S OOOOOOOOO
MA NY A VE NUE S !!!
A nother means of
finding bus ines s
ideas

GA P A NA LYS IS
 WHATISANIDEATHATISWORTHABUSINESS?

One that has

market now and in
the future
 Totally S tupid Online B us ines s Ideas That
Made S omeone Rich

• Million Dollar Homepage

• 1000000 pixels , charge a dollar per pixel
– that’s perhaps the dumbes t idea for
online bus ines s anyone could have
pos s ible come up with. S till, A lex Tew, a
21-year-old who came up with the idea,
is now a millionaire.
 Totally S tupid Online B us ines s Ideas That
Made S omeone Rich

• Las erMonks
• Las erMonks .com is a for-profit
s ubs idiary of the C is tercian A bbey of
Our Lady of S pring B ank, an eight-monk
monas tery in the hills of Monroe C ounty,
90 miles northwes t of Madis on. Yeah,
real monks refilling your cartridges .
Hallelujah! Their 2005 s ales were $2.5
million! Prais e the Lord.
 Totally S tupid Online B us ines s Ideas That
Made S omeone Rich

• Pos itives Dating.C om

• How would you like to go on a date with
an HIV pos itive pers on? Paul Graves
and Brandon Koechlin thought that
s omeone would, s o they created a
dating s ite for HIV pos itive folks las t
year. Projected 2006 s ales are $110,000,
and the two hope to have 50,000
members by their two-year mark.
 Totally S tupid Online B us ines s Ideas That
Made S omeone Rich

• S antaMail
• Ok, how’s that for a brilliant idea. Get a
pos tal addres s at North Pole, A las ka,
pretend you are S anta C laus and charge
parents 10 bucks for every letter you
s end to their kids ? Well, Byron Rees e
s ent over 200000 letters s ince the s tart
of the bus ines s in 2001, which makes
him a couple million dollars richer.
 DE VE LOPING A N IDE A

• Recognizing a need
• Improving an exis ting produc t
• Recognizing trend
• Be aware of everything
• Ques tioning as s umptions
• Identifying or naming it firs t, then develop it
E VA LUA TING
AN

IDE A
 Is Your Great Idea A Real Bus ines s ?
C hris topher S teiner, 06.11.10, 06:30PM

• Twelve ques tions to help you s eparate the

merely clever from the ideas that s tand a true
chance of s ucceeding.

• To s ift out true bus ines s opportunities from

the s and of merely bright ideas , would-be
entrepreneurs c an as k a s eries of ques tions .
Twelve Ques tions To Tes t If It's A Real B us in
 1. A re you filling a void?

A clever idea is nothing more than a s cience

project if nobody actually needs the
res ultant product. " You have to determine
that there's s omething actually mis s ing to a
s pecific market--s omething you're going to
s upply," s ays Tom Lane, founder of
Propertyroom.com, an auction s ite for
recovered and s eized items s itting in
backrooms of police departments .
2. Does the idea pas s a live-fire
tes t?
Many ideas lend thems elves to an eas y litmus
tes t to determine if they'd be needed or
popular. A newfangled baked good, for
ins tance, could be tes ted at a farmer's market
before being pitched to retailers . If the s weet
concoction does n't s ell at all to the market
crowd, the product may need to be reexamined
before getting pus hed in bigger ponds .
 3. Do indus try experts hate your idea?

G ood.

Justbecause so-called experts hate an ideadoesn'tmean it's bad. Itcan often prove to be a
good thing. Entrenched players often don'tsee the harbingers ofchange untilit's too
late. "Industryexperts, bydefinition, are often steeped in the orthodoxies ofthe industry;
therefore theyare also more likelyto underestimate the importance ofanovelbusiness
modelorinnovation comingfrom outside theirindustry," says EricNoyes, aprofessorat
the ArthurM. Blank CenterforEntrepreneurship atBabson College.
 4. Does the idea have s helf
life?

A re there pending, s weeping changes in technology

that could render your idea moot? C ompanies not
on guard for changes in technology can be s wept
away while competitors move ahead, s ays
Matthew A mmirati, pres ident of A mmirati, a
Manhattan advertis ing agency. A dvertis ing
agencies that didn't embrace s ocial media as it
emerged s everal years ago, for ins tance, are s till
s truggling to c atch up.
 5. High barrier to entry?

The bes t ideas have high barriers to entry, s ays

Kanchana Raman, C E O of A vion S ys tems , a
telecommunications company. If an idea is
good but not patentable, bigger competition
could overrun you overnight.
 6. Is the idea s calable?
The bestbusiness ideas incorporate plans thatcan be replicated and easily
taughtso theydon'trequire the founderto be the business allon his orher
own, says Susan Wilson Solovic, CEOofSBTV.com, aSt. Louis-based online
network focusing on smallbusiness. "Ifyou are the business allalone, then
you reallyhaven'tstarted abusiness, you've justcreated ajob foryourself."
 7. C an the idea be priced
attractively?

Many daydreamers with good ideas don't run

the numbers to determine if their bright
ins ight c an be offered to the market at a
pric e the market is willing to pay. " There
may be a reas on why nobody els e is already
doing what you're thinking about--they c an't
make any money doing it," explains S olovic .
 8. How much funding will the
idea need?
Financing has rarely been eas y for entrepreneurs ;
today's tight market makes things even wors e.
Many bus ines s ideas initially get backed by the
founder's own money with contributions from
family and friends . When it comes to s pecific
ideas , entrepreneurs have to as k thems elves ,
" How much money do you truly need to get the
bus ines s off the ground? " s ays S olovic. If the
idea will take colos s al VC funding, it may be
more expedient to examine bus ines s ideas with
lower budgets .
9. How large is the market for
the idea?

If a bus ines s plan requires that you s ell

to 60% of a potential market in order to
make a profit, then the idea is n't
realis tic . B etter bus ines s ideas c an
ac hieve profits by attaining a s maller
market s hare of 5% to 10%.
 10. Is the idea truly a s tand-alone
bus ines s , or is it an add-on feature?

It's eas y for an entrepreneur to mis take a

feature for a s olid company idea. Many good
ideas can be us eful to bus ines s es that
already exis t--for ins tance, a feature addition
for a program s uch as Windows or
Photos hop, but don't make for a bus ines s by
thems elves . " A cupholder for minivans does
not beget a company," s ays Dave Kellogg,
C E O of Mark Logic , a S equoia C apital-backed
databas e s oftware c ompany in S an C arlos ,
C alif.
 11. If it weren't your idea,
would you put money into
it?

This is a s imple ques tion and an

important litmus tes t, s ays Mic hael
B ec hara, managing director of Granite
C ons ulting G roup, whic h advis es its
c lients on c orporate governanc e and
ris k. " If a s tranger pitc hed this idea to
you, how likely would it be that you'd
buy in? "
 12. C an you pitch your idea as a
bus ines s in 20 s econds or les s ?

J ames W. Klingler, a profes s or at Villanova's

C enter for Innovation, C reativity and
E ntrepreneurs hip, makes s tudents hone
their ideas and explain their pitc hes again
and again. Many entrepreneurs , he s ays ,
never reac h an elite level of c larity in
explaining why their idea is a great
bus ines s . " If there is n't a good elevator
pitch, there is n't a real opportunity," Klingler
s ays .
PROTE C TING YOUR
IDE A
PROTE C TING YOUR IDE A

C OPYRIGHT LA W

FULL IMPLE ME NTA TION OF

IP
 Othermeans ofprotectingan idea

• Record ideas, takingnotes, diary

• Secure notes (safetyplace)
• Take note ofphone calls, record conversations, includingdate and time, keep
copyofthe bill&journal
• Send datathru certified couriers
C ONFIDE NTIA LITY A GRE E ME NT
When is this nec es s ary?

• While initialresearch and evaluation is goingon

• When you are manufacturingitorpresentingto
companies to getitlicensed
• When ithas reached the pointofdealingwith
an investor
 PATENTS
• Apatentis arightgranted foranydevice, substance, method,
process which is newinventive and useful. Patents are legally
enforceable and gives the ownerthe exclusive rightto commercially
exploitthe invention forthe life ofthe patent. The innovation patent
is aprotection option which is designed to protectinventions thatare
notsufficientlyinventive.
PATENT

E xample: The Ipod range is protected underapatent.

The value of patenting and
licens ing
• The principalreason is notto protectyourideaorproductfrom being
ripped off, though that’s the nice side benefits
• The real reas on is that no
company is going to pay
you royalty on idea that is
not legally protected.
Patent pending

• Status ofpatentapplication
• Reviewstage atthe patentoffice
• Productalreadysold in the marketmarked as patent
pending
 TRA DE MA RKS
• Atrademark can be aletter, number, word, phrase, sounds, smell, slogan, logo, picture,
aspectofpackaging oranycombination ofthese.
• Trademarks are used to distinguish goods and services ofone trade from those ofanother.
You don’thave to registeryourtrade mark to use it, howeverregistration is advisable
because itcan be an expensive and time consuming exercise to take action undercommon
law.
• Aregistered trade mark gives you exclusive legalrights to use, license orsellitwithin your
country(laws varywithin countries)forthe goods and services forwhich itis registered.
TRADEMARK

E xample: CadburySchweppes have atrademark on theirspecific purple color

 Registered Design
• refers to the configuration, pattern,
orornamentation which when
applied to aproductgives the
productaunique appearance. You
can registeradesign butitmustbe
newand distinctive.

E xample: The CocaColabottle, even without

anytextorbranding was recentlyregistered in Japan
being the firstofits kind.
 C OPYRIGHTS
• Protects the c reative work of
compos ers , authors , writers , artis ts ,
filmmakers , and others .

• E ndures during the lifetime of the

creator and for 50 yrs after his death
COPYRIGHT

E xample: The
specific character, and
materialrelatingto
Batman is protected
undercopyright
 E NTRE PRE NUE RIA L C RE A TIVITY

technical,
COMPONENTS OF CREATIVITY
procedural & how flexibly and
intellectual more
knowledge imaginatively
people approach
Creative problems
Expertise Thinking
IT IS A BOUT
Skills
C OMING UP Creativity
WITH
INNOVA TIVE
IDE A S A ND
C ONVE RTING
THE M INTO
VA LUE -
C RE A TING Motivation
PROFITA BLE
B US INE S S intrinsic is more
A C TIVITIE S effective than
extrinsic
E nvironmental s timulants to c reativity

• Freedom
• Good project management
• S ufficient res ources
• E ncouragement
• Various organizational characteris tics
• Recognition
• S ufficient time
• C hallenge
• Pres s ure
• Outs ide organization
E nvironmental obs tac les to c reativity

• Various organizational characteris tics

• C ons traint
• Organizational dis interes t
• Poor project management
• E valuation
• Ins ufficient res ources
• Time pres s ure
• Overemphas is on s tatus quo
• C ompetition
 The concept of
INNOVA TION
Doing
s omething
different

Innovation is a
proces s of taking
new ideas to
s atis fied
cus tomers .
• Effectinganewpolicy
• Findingnewopportunities
• Designinganewstructure
• Devisingafresh method
Lamp-Proxima-Futuristic-Car
New-Innovative-Architectural-Balenciaga-Shoes.jpg
dutchess-county-guest-house-wooden-matrials
Modern Loft
Notebook-Acer-Aspire-AS8940G-6865
coffee-machine-design-technology
 Organizational
motivation to innovate
Innovation Les s ons
Innovation les s ons from Pixar:
A n interview with Os car-winning
director B rad B ird

What does s timulating the creativity of

animators have in c ommon with developing
new produc t ideas or tec hnology
breakthroughs ? A lot.

B y: McKins ey & C ompany

 Background
• Mc Kins ey & C ompany is aglobal managementconsulting firm
thatfocuses on solvingissues ofconcern to seniormanagement. McKinsey
serves as an adviserto the world’s leadingbusinesses, governments, and
institutions. Itis widelyrecognized as aleaderand one ofthe mostprestigious
firms in the managementconsultingindustry.[3] Ithas been ranked No.1 for6
consecutive years in the Vault.com listoftop consultingfirms,[4] and has been
atop employerfornew MBAgraduates since 1996.[5]
• If there’s one thing successful innovators have shown
over the years, it’s that great ideas come from
unexpected places. Who could have predicted that
bicycle mechanics would develop the airplane or that
the US Department of Defense would give rise to a
freewheeling communications platform like the
Internet?

• Senior executives looking for ideas about how to make

their companies more innovative can also seek
inspiration in surprising sources. Exhibit One: Brad
Bird, Pixar’s two-time Oscar-winning director. Bird’s
hands-on approach to fostering creativity among
animators holds powerful lessons for any executive
hoping to nurture innovation in teams and
organizations.
McKinsey & Company
 Brad Bird

Bird at the Venice Film Festival, September 2009

Phillip Bradley Bird

Born September 11, 1957 ) (age 52)
Kalispell, Montana, U.S.
Actor
Animator
Occupation
Film director
Screenwriter
Years active 1979–present
Spouse(s) Elizabeth Canney (1988-present)
THANK YOU!!!