Boeing’s 737 Max issues highlighted the company’s sacrifice of safety for financial performance, resulting in a tarnished reputation. The prioritization of profit over core values also damaged the FAA’s credibility and revealed a lack of accountability for top executives. This downfall serves as a reminder of the importance of maintaining core values and prioritizing them over short-term financial gains.
Ideation! Harder Than It Sounds
Ideation is key in an organization as it faces the challenges of a changing environment. What new ideas, thoughts, understanding, and logic can we bring to the situation before us. This may sound easy, but I have found that when challenged to do so, the thought process slows down very quickly, and after a few ideas have been thrown out and rejected, a form of hopelessness takes over. Face Idea Generation is Hard!
So how to solve this problem?
Working with some teams recently, I have come across the following system, which, while not perfect, helps get closer to what we want to achieve. For example, let’s say the topic is “Grow repeat business.”
100 Ideas, No Less
When starting the process with your team, the first rule is that we will not stop with ideation until we have at least 100 ideas on the board. Not only do we need 100 ideas, but no one is allowed to criticize, demean, promote, or challenge any idea until the 100 are there. This rule’s logic is to stop ideas from being shut down by some of the dominant participants. It is hard to get 100 ideas up on the board, and we progress through them, they get crazier, but that is sometimes where the gems lie. So, following our example, we could have the following ideas:
- Create a membership club
- Offer discounts to repeat customers.
- Provide value behind a paywall for member customers
- Offer bundling
- Offer easy returns, e.g., Zappos.
- Provide special shopping events for repeat customers or members
- Offer suggestions to customers based on what they have purchased.
- Free shipping for members
- Special shopping days for members only
- Early access to new products for members or repeat customers
- Send you products that we believe you want and if you don’t return them then charge for them.
As can be seen from the above, many of these ideas are common, and we have seen them with Amazon and others. However, at one time, they were all new. Also, the last one, someone might think is “crazy,” but it doesn’t matter; it is still an idea to be put down.
Mind Map
Once you’re over 100 and there are no more ideas, time to organize. If there are still ideas at 100, don’t stop. I find organizing through Mind Mapping the best. For those of you who haven’t done Mind Mapping, take your ideas and organize them into “topics.” Elaborate on those by creating sub-topics and use short phrases or single words to identify them. Thus, once done, your 100+ ideas are organized into subtopics within topics, so it is easier to look at what each is seeking to achieve. In some cases, the ideas are just variations on prior ideas to be lumped into one. So, again looking at the ideas above, we could organize them as follows:
| Membership | Ease of Use | Promotions |
| Create a club | Offer easy returns | Special shopping events |
| Provide additional value for members | Offer bundling | Discounts |
| Special shopping events for members | Offer suggestions to customers based on prior purchases | Special shopping days |
| Free shipping for members | Free shipping for everyone | |
| Early access to new products for members | Early access to new products for prior customers | |
| Send products and customer decides if they want them. |
10% AND ?
Once we have divided everything into our subtopics, then we go through them one by one. Each person has to identify at least 10 percent of what they like about any idea and then add to it. The next person builds on the last person’s statement, again identifying at least 10% they like and then adding to it. This ensures that nothing is shut down and that the creative exercise can take place. By having to build on something regardless of whether or not you agree, forces you to find the best in it and make it better – KAIZEN. The number of participants in the meeting will determine how many times you go around. As you go around, each iteration is recorded. This process further frees the imagination as you have to identify something you like about the statement before you and add something good. At the end of this process, some excellent ideas may have been arrived at. Then you can use a multiple voting system for the participants to identify what they like best.
So, Give it a try!
So, give it a try; you may find you get some fascinating and novel ideas from your group. Besides, as the group’s ideas flow, you should find a greater commitment to the ideas than those that the usual dominant people promote.
Copyright (c) 2021, Marc A. Borrelli
Recent Posts
The Downfall of Boeing: A Lesson in Core Values
Resolutions, Here We Go Again.
In reflecting on 2021 resolutions, the author scored themselves in three categories and sought to improve success in 2022 by addressing friction points. Drawing on advice from social psychologist Wendy Wood, the author identified areas to reduce or increase friction in their failed resolutions. By making these adjustments, the author aims to enhance their goal achievement and encourages others to consider friction when setting resolutions.
You need to take an extended vacation. No, seriously, you do.
COVID has taken a toll on all of us. If you have not taken an extended vacation in a while where you disconnect, you need to now. You and your business will benefit.
Becoming Famous in Your Niche: The Success Story of Linn Products Limited
In a previous discussion, I highlighted the importance of being famous for something. Being well-known in your niche can help you: Concentrate on your strengths Connect with your target audience Communicate your offerings more effectively Receive referrals Identify...
Understanding and Optimizing Your Cash Conversion Cycle
Understanding and optimizing the Cash Conversion Cycle is crucial for business growth, as it impacts cash flow and the ability to access external capital. This cycle consists of four components: Sales, Make/Production & Inventory, Delivery, and Billing and Payments. To improve the Cash Conversion Cycle, companies can eliminate mistakes, shorten cycle times, and revamp their business models.
Discovering Your Niche: Why You Need to Be Famous for Something
As an entrepreneur, it’s crucial to specialize in a specific area and become famous for something, allowing you to generate referrals and build your brand. Understanding the “job” you’re hired for helps you stand out in the marketplace and communicate your value proposition effectively. By providing value to your clients, you can adopt a value-based pricing approach, ensuring your business remains competitive and maintains a strong market presence.
Rethinking Your Pricing Model: Maximizing Margins and Providing Value
Rethink your pricing model by focusing on the value you provide and your customers’ Best Alternative To a Negotiated Agreement (BATNA). This approach can help you maximize margins while delivering better value to your clients. Assess your offerings and brainstorm with your team to identify pricing adjustment opportunities or eliminate commodity products or services.
Do you know your Profit per X to drive dramatic growth?
I recently facilitated a workshop with several CEOs where we worked on the dramatic business growth model components. One of the questions that I had asked them beforehand was, "What is Your Profit/X?" The results showed that there this concept is not clear to many....
The War for Talent: 5 Ways to Attract the Best Employees
In today’s War for Talent, attracting the best employees requires a focus on value creation, core customer, brand promise, and value delivery. Clearly articulate your company’s mission, identify your “core employee” based on shared values, and offer more than just a salary to stand out as an employer. Utilize employee satisfaction metrics and showcase your company’s commitment to its workforce on your website to make a strong impression on potential candidates.
Are you killing your firm’s WFH productivity?
Productivity remained during WFH with COVID. However, further analysis found that hourly productivity fell and was compensated for by employees working more hours. What was the culprit – Meetings. Want to increase productivity, have fewer meetings.