MODULE 2

IDEA GENERATION (DISCOVERY)

A. WHAT IS IDEA GENERATION (DISCOVERY)

Idea generation is the creative process of generating new methods to solve problems and improve the product’s
conditions or the company itself. It is undoubtedly based on factors like idea development, group discussions, choosing
the best alternative, and finally, implementing the idea in real-world scenarios. The idea doesn’t need to be practical,
and it can also be a mere thought.
While operating a business, a lot of many things affect the proper functioning of it. Proper planning, organizing,
directing, and controlling are to be done to carry out the work effectively and efficiently. After all these, new ideas and
effective brainstorming are to be done to earn much higher profits. Hence, to figure out what is needed to be done?
How it is to be done, what ways will help in generating higher revenue is looked upon.
While sometimes people prefer to operate the business with the past strategies, or some believe business is the
ever-changing and dynamic one, they make new plans, and ideas are added to enhance the potential. Because ideas are
innovations that can be done to change the potential from high to low, when a new idea or intelligence is added to a
business, it can be seen that it has many effects on the business.

B. WHY IS IDEA GENERATION IMPORTANT?

Ever wondered what the key to innovation is. The very key to innovation is Ideas. New ideas help in improving
the present situations as per the future needs or requirements. These ideas also provide an insight into possible
solutions, might provide a solution to a problem leading to new opportunities. And it is done by a group of managers,
entrepreneurs, or businesspersons.

C. SOURCES OF IDEA GENERATION

A good idea can come from anywhere and at any time. An idea generation source refers to the people or places
from where the idea was inspired. It can be affected by both external, as well as internal sources. The R&D department
or the analytics employees are a part of the internal sources. On the other hand, external sources combine to form
suppliers, focus groups, educational institutions, distribution channels, customers, government, and competitors.

D. IDEA GENERATION STEPS

The idea generation is not compiled in a single approach; instead, it is continuous innovation and improvement.
Companies have recognized the importance of idea generation and are supporting their employees for the same.
This procedure usually begins with a proper understanding of the job that you are going to execute. The aim is
to generate questions that will act as fuel to your motivation. Secondly, propose suitable solutions for them. In the end,
choose the most effective alternative, followed by its proper implementation.
Thomas Alva Edison developed a systematic method of idea generation that includes a series of effective steps.
This made the idea generation process more convenient to apply and get the desired results out of them. This proved to
be a game-changer in the market practices.
Thomas Edison put forward the following steps:
1. Enabling: The search for the right field of innovation
2. Defining: Develop search queries and specify search paths
3. Inspiring: Search for thoughts and stimuli from other areas
4. Selecting: Generate and evaluate ideas
5. Optimizing: From the initial idea to the mature concept
6. Nurturing: Enrich ideas with various implementation strategies
E. IDEA GENERATION TECHNIQUES
According to Thomas Alva Edison, he suggested some of the steps for ideas generation, which were, firstly,
enabling the search in the right field. Secondly, defining in which each query is looked upon. Thirdly, inspiration includes
searching for thoughts. Fourthly, select the generated ideas. Fifth, optimizing the idea and providing it the direction. Six,
nurturing the ideas with the implementation of strategies. While some more idea generation steps can be:

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1. The 5W+H Method

An ideal generated idea is the one which must answer, Who, What, Where, Why, When and How., which is the
method of 5W and H. These were the parameters, on which, if the ideas are generated, might result in a great solution
which on implementation might prove to be the best one.
2. Social Listing
A problem arises when more of the competitors are into the same product line as yours. So, to reduce the
communication gap, this social listing is done. It can be done by-polls on social media sites such as Reddit, Twitter, etc.
The customers’ reactions are taken, and through this reaction, ideas are being formatted so that the customers feel
attracted towards the product and our product turns out to collect huge revenues.
3. Brainstorming
It is prevalent as well as a popular tactic followed by every business. All the suggestions from the overall group
of people are considered; may it be right, may it be wrong. All that matters here is the idea. A very quick session on
brainstorming and filtering the final idea is done before the execution step.
4. Role-Playing
Working in the same office or with the same colleges, some people might feel bored. As a result of this, all the
business persons need to do is switch places, then trying to ask for ideas will help. Trying to embrace their view does not
guarantee immediate results but would act to be the best one in the long run. Because it acts as a motivation for
colleges and sometimes might lead to great results. This might turn out to give incredibly new and unique ideas that can
be generated.
5. Mind Mapping
Mind mapping can turn out to be another successful method in generating ideas. It can be done by
diagrammatically representing the task of the concept. A non-linear graphical layout can represent it. Or it can be said
that brain-mapping is a screenplay in which one central character that has a leading role is placed between the map,
while the elements that link to it must be centered around the movie.
6. Think In Reverse
This being a very popular method or idea-generating step will help in the long run. But how can this one be
possible? Sometimes, if we know what is not to be done, we can get to know where the mistake has taken place if we
try thinking this way. If we aim to think about every possible mistake to reach the desired goal, thinking in advance will
help. In the end, making the idea an all-rounder hit.
7. Idea Capture
Some people might have the same opinion, and their ideas might clash, about any problem in the same manner
at the same time. Hence, to avoid the same situation, Idea Drop software can be used, such as similar ideas strike off.
8. Questioning Assumptions
In the industry, many times, the work is confined to get all the things done. Hence, this might lead to untapped
opportunities and questions, leading to a barrier to generating ideas. Thus, to avoid the same situation, a creative
challenge must be designed, from this collection of feedback and assumptions might be done. Now looking for that idea
or assumption that can be utilized for the present problem must be chosen.
9. Collaboration
As the name suggests, two or more people work together to achieve a particular goal. This method is again the
most popular one. Many people join their hands for a particular project or so; this is done because a team always has
more ideas and innovations than one business person.
10. The Story Boarding Method
It is a method in which the ideas or the concepts are placed to look like that of a cartoon strip. Then a story is
being developed from it. Ideas are being taken from every colleague, and then a sticky note is then being passed on
aboard. This makes a story. In this manner, the ideas interact, and a connection is established in them.
11. Sketching as a Group
As we know, if something is drawn as a picture or sketch, our sensors of the brain start acting, and the sketch
which has been visualized by the eyes remains in the memory for a longer time as compared to the discussions being
made. Thus, if a rough sketch of ideas is made on the whiteboard or so, it could be easier for others to understand, and
if they have innovative ideas, they can come up with them.

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12. Forced Relationship

In this technique or step, all the ideas are combined, leading to the production or invention of a completely new
idea.
13. Visualization and Visual Prompts
It is the visualization of the issues that are being first overlooked, and in the subconscious mind, the ideas are
functioning for the problem that is being occurred. It is the illumination in which the person thinks of the problems
related to the ideas and pen them down on paper. This visualizes the actual problem, the real solution is then looked
upon, and the ideas are crafted in that particular style.
14. Use Online Tools
Ideas can too be identified across the multidimensional internet. Ideas are available here in great abundance.
One of these platforms can be Evernote, which provides solutions that are well-formatted and helpful. And this allows
one to write thoughts instantly.
15. Scamper
Scamper stands for the acronym in which each letter stands for action verbs. Let us check:
S- Substitute
C- Combine
A- Adapt
M- Modify
P- Put to another use
E- Eliminate
R- Reserve
16. Synectics
With this research technique’s help, it can now be possible to describe and teach the process and churn out
more innovative ideas.
17. Daydreaming
It can help in triggering the most innovative ideas. In this technique, a scenario is created to establish an
emotional connection between the goal and the task. It is a thought process in which creativity and resources are
combined so that a new and innovative solution to the present problem can be figured out effectively.
18. Accidental Genius
It is a very new and innovative technique, which focuses on triggering the participant’s best ideas, which will
help improve the business’s position.

F. IDEA GENERATION EXAMPLES

Ideas are sprinkled all over. Ever wondered how big companies have become successful? Eventually, all of them
rise from a simple idea. For instance, the idea of Airbnb emerged when two designers had spare space and hosted
travelers. In the case of Uber, two entrepreneurs were trying to figure out methods to make transportation cost more
generous.

G. IDEA GENERATION ACTIVITIES

Several activities play a vital role in the idea generation process. The activities can be further divided into two
main categories, External and Internal. In internal activities, several platforms are available both offline and online to
have a healthy discussion. Conducting workshops and informative sessions can enhance knowledge about the idea.
Hence, resulting in the development of the most effective idea. On the other hand, participating in doing courses,
conducting competitions, and events come under external activities. These have their perks as it helps to compare our
idea with the ideas created by others around us.

H. IDEA GENERATION IN ENTREPRENEURSHIP

Entrepreneurship has always been considered as running a business developed by a single person. Idea
generation is the most important aspect of Entrepreneurship. The suggested solution should directly focus on solving a
major problem. It should be not unique but also feasible enough to be implemented. For instance, many people feel it

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difficult to understand legal jargon and other proceedings in a court. Hence, your idea should be based on developing a
platform that can convert the complex jurisdiction rules into a simpler language.

I. IDEA GENERATION IN PRODUCT DEVELOPMENT

Product development can’t function without a proper idea generation process. You must establish some
organizations that can look for suitable products for a particular reason. Similar to an idea, look for feasible products
that can fit in the conditions. It includes performing market research along with the SWOT analysis. The idea should be
properly initiated and provide you a headstart in the market compared to the competitors. For example, self-sanitizing
door handles can be worth a lot. The unique idea and the development will be in high demand, especially because the
people are getting aware of the benefits of a healthy surrounding, because of the current shift towards a healthy
lifestyle.

J. IDEA GENERATION TOOLS

Tools and technologies have made our lives much simpler as compared to the old times. We can even use
several tools to generate an idea for us. For example, portals like Freeplane, Stormboard, Pinterest, Idea Generator,
Mindomo, Mindmeister. Mindmeister helps you create mind maps; Stormboard includes features like whiteboards,
sticky notes, and others that make brainstorming a child’s play. Thus, these tools can bring a lot of improvement in idea
generation in every sector.

PERFORMANCE TASK
You will be divided into groups of 5. Your task is to create a video portraying one of the 18 idea generation techniques.
The group has the freedom to choose what technique to employ in their video presentation. The video presentation
should contain the following, in order:
a. Introduction of group members and group name.
b. The idea generation technique to be used (with brief explanation why the group chose such technique)
c. Portraying/Performing of the Technique (stating the problem/needs of the community and the solution for such
problem/needs)

WRITTEN TASK
A quiz will be conducted on the scheduled date (see GC). The questions will all be based from Module 2- Idea Generation
(Discovery). Prepare 1 whole sheet of yellow paper and ballpen during the examination.

Sources:

https://www.marketing91.com/idea-generation/
https://alcorfund.com/insight/idea-generation-2/