IDEATION

AND
CREATIVE
THINKING
TOOLS
Dr. Dina Dellyana
dina.dellyana@sbm-itb.ac.id
What is Idea?

+
What is Idea?
What is Idea?
What is Idea?
Idea VS Opportunity

A Good Idea
is NOT NECESSARILY
a good Opportunity

Opportunity realization of
idea that would give a
significant ADDED VALUE
to the venture
Idea vs Opportunity

+
Idea vs Opportunity

+
Entrepreneurial Process
Opportunity Resources

Business Plan
Fits and Gaps

Team

Founder

Sustainability: for environment, community, and society

 Entrepreneurial Process

Opportunity Opportunity Opportunity

Identification Shaping Capturing

Test:
Value added for
Market Research
the venture
Customer Review
Opportunity Identification

Creativity Idea Opportunity

 Opportunity Shaping

Opportunity Shaping
Through a series of tests:
market research, financial analysis, interviewing customers, etc.
 Opportunity Capturing

Opportunity Capturing
Realization of Opportunity → give ADDED VALUE to the venture
 How to Generate Idea
Systematic methods:

PROBLEM FIND/SOLVE APPROACH

first find unmet needs

FORTUITOUS SCAN
modifications of products already on the market
How to Generate Idea
PROBLEM FIND/SOLVE APPROACH

What do the customers want?

How to satisfy customers?
How to solve customer complains?

OBSERVATION

NEEDS CREATIVITY
How to Generate Idea
FORTUITOUS SCAN

DIMENSIONAL ANALYSIS

ANALOGY

MORPHOLOGICAL MATRIX

2 COLUMNS

COMPETITIVE ANALYSIS

BIG WINNER

SCAMPER
 MASH UP METHOD

Mash-ups is a collaborative
idea generation method in
which participants come up
with innovative concepts by
combining different elements
together
 MASH UP METHOD

How might we:

Membuat konten yang menghasilkan penjualan

Category 1: Category 2:
Cara yang digunakan untuk Yang membuat orang membeli
berjualan secara online produk/servis

Instagram Cost cutting

Facebook Menyelesaikan masalah spesifik
Instagram story Efek sosial
Whatsapp/ line/telegram grup Efek emotional
E-commerce Fungsi
Agen Online Bundle dengan yang menarik
Influencer Limited offer
Komunitas online Konten yang menarik
Phone call Agar relevan
Email blast
ANALOGY THINKING

The analogy thinking tool

helps you to identify and
apply the best features from
other solutions.

Don’t try to re-invent the

wheel. Look at what’s
happening in your industry
and other industries and copy
what works. Remember that
good artists borrow and great
artists steal.
 ANALOGY THINKING TOOLS

RENTAL
RESELLER RESELLER
SEASONAL
/AGENT /AGENT

CASE: COMPANY:
FOOD INDUSTRY TELKOMSEL

DIFFERENT
CO- CO-
PAYMENT
CREATION SYSTEM
CREATION
DROPSHIP
ANALOGY THINKING

BICYCLE & CAR

 MORPHOLOGICAL
MATRIX

Is a powerful tool for generating

ideas, based on potential
variations in a problem's
characteristics
 MORPHOLOGICAL MATRIX

CONFIGURATIONS

PARAMETERS
A COOKIES A
B COOKIES B
C COOKIES C
D COOKIES D

TEXTURE Smooth Soft Chunky Soft

CONSISTENCY Chewy Goowy Crunchy Chewy

SIZE Medium Small Large Huge

BASE Plain Plain Chocolate Oatmeal

TOPPING Sugar None Icing Chocolate

STUFFING Chocolate Dates & Harda Macadamia Chocolate

PRODUCT 1
 MORPHOLOGICAL MATRIX

BEVERAGE
Can Bottle Bag Box
CONTAINER

MATERIAL FOR Waxed

Aluminum Plastic Glass
DRINK CONTAINER Cardboard

MECHANISM TO
PROVIDE ACCESS TO Pull Tab Straw Insert Twist Top Tear Corner
JUICE

DISPLAY OF PRODUCT Shape of

Label Color of Material
INFORMATION Container

MANUFACTURING Concurrent /
Serial
SEQUENCE Parallel
DIMENSIONAL ANALYSIS

Ink: Dry fast

Body: Colorful
Cover: Strong Material
Function: Write + Radio,
Lights, USB Connection
COMPETITIVE ANALYSIS

Break-down
Re-assemble
Process analysis
Cost analysis
BIG WINNER

Current taste:
Comfortable
Ambience
Hip hop music
 S A P PUT
R
C M E
TO ANOTHER
SUBSTITUTE ADAPT REVERSE
USE

COMBINE MODIFY ELIMINATE

SCAMPER technique to assist people in improving their flexible thinking. When using such
checklist, you will usually follow the following steps:

Identify the product or service to be modified

Apply each of the verbs on the checklist to suggest changes in the product or service
Make sure you use many definitional words for the listed verbs, and
Review your changes to determine which one meets your solution criteria.
Thank You

Dr. Dina Dellyana

dina.dellyana@sbm-itb.ac.id