Rather than asking the ideation team to generate general ideas to help grow the business or to improve a product or service, you can instruct your team to focus on devising solutions that address a specific set of unmet customer needs.
Using ODI-based qualitative and quantitative research methods, you are able to:
With this information in hand ahead of the ideation session, your team can laser focus on known opportunities for value creation — the customer’s most underserved needs. With this heightened focus, your team is more confident that the innovative solutions they come up with will be highly valued by customers.
Plus, no time is wasted brainstorming ideas of questionable value.
A desired outcome statement is a specially constructed customer need statement. It is devoid of solutions, stable over time, measurable, controllable, structured for reliable prioritization in a quantitative customer survey, and tied to the underlying “job” the customer is trying to get done.
A desired outcome statement purposefully communicates what the customer is trying to accomplish and guides the creation of the solution. They are highly actionable and designed for easy translation into product requirements, which makes these statements particularly valuable to development teams working in waterfall or agile environments.
Desired outcome statements include metrics that can be used as a baseline to help you evaluate the potential of a proposed solution during the ideation session.
The ideation team can evaluate each proposed solution (idea) against these metrics to assess the degree to which this solution will satisfy the outcome. Your best is the solution that generates the greatest level of satisfaction for the least cost, effort, and risk.
This streamlines the concept evaluation and testing process.
The goal of a session is NOT to generate lots of ideas.
Instead, the goal is to build team consensus around one solution that will effectively address each specific underserved need targeted in the ideation session. Rather than generating numerous ideas and hoping some are valuable to customers, your team will devise a solution for each targeted outcome that is certain to create significant customer value.
Generating a mix of ideas that cannot be considered and evaluated against each other is a recipe for confusion and failure. Outcome-Driven Ideation lays out a set of process steps specific to whether you’re ideating at the product/solution level, the platform level, or the business model level.
We have translated the creativity principles of several popular methods, along with all the TRIZ principles, into 3 sets of actionable creativity triggers. These triggers are based on proven principles that have been previously implemented to generate patentable ideas.
The set of triggers is unique to the Outcome-Driven Ideation process.
Get our full list of creativity triggers: 81 Creativity Triggers To Energize Your Ideation Process.
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