Idea
Generation
Multiple
sources present that Idea Generation is the process of creating, developing, and
communicating ideas, which are abstract, concrete, or visual that involve constructing
through the idea, innovating the concept, developing the process. According to
Oldach (1995), ‘if you spend enough time analysing, questioning, clarifying and
researching the message and objectives, the ideas flow without effort.’
There
are multiple idea generation theories and techniques organisations incorporate
in order to develop new ideas e.g the ‘Lead User’ approach (Lilien, et. al, 2002). Although theories differ, ‘all companies which are successful
innovators have a market orientation, a source of creative ideas, a receptive
organisation and a mean to process new ideas’ developed through brainstorming
and writing, are successful in this phase (Rodney and Mclelland, 1998).
There
are many products that are starting to re-evolve in the market that have been
generated and developed, almost to the point that they are unrecognisable although
customers can see the bases where they have derived from.
The
LandRoller is a development deriving from the Roller Blade after their stage of
decline (Product Life Cycle, Vermon, 1966) at the end of the 20th
century. The LandRoller is a new product that is now beginning to be introduced
to the market and is said to be ‘breathing life and excitement back into
skating and is expected to reverse a decade of market decline.’ It is presented
that this design of skate has been attempted in previous years, however, it is
presented the idea generation phase has failed on numerous occasions.
Another
product that has been developed is the Triathlon Shoe. This has conquered
problems with the sports wear available to the sport, which allows ‘lightning
quick transitions between disciplines as well as sustained performance.’ The
idea generation phase allowed focus on the three features of a triathlon,
coming up with ‘over 80 concepts for rapid shoe entry were derived in a
brainstorm session.’ This allowed a successful product to be identified,
tackling problem all triathlon contenders faced.
When
attempting to generate an idea, what comes to mind for a sport product tends to
be things that personally have an affect on your performance as an athlete.
One idea is a GPS locater for golfers, when they loose their golf ball, it can be located on a device. GPS technology is prominent in this industry but this product has not been fully developed.
Another product idea is developing waterproof earphones for swimmers, having them stick over the ear under the swimming hat with no wire as the product that is available now is very bulky which will have an affect on how streamline the swimmer is.
Finally, a product that is not yet so prominent in the market is a performance trainer
that can be tightened without the use of a lace, but by mechanism within the
shoe that fastens the show tighter, preventing blisters due to the shoe not being able to rub. This product
has been developed and produced in the Golfing sector with the ‘FootJoy Reel
Fit’ shoes.
References
Oldach,
M. (1995) Creativity for graphic designers: a real-world guide
to idea generation: from defining your message to selecting the best idea for
your printed piece. Published: Cincinnati, Ohio : North
Light 1995
Onkvisit, S., Shaw, J. Product
Life Cycles and Product Management. Published: New York; London: Quorum Books 1989
Lilien,
G.L., Morrison, P.D., Searls, K., Sonnack, M. and Eric, V.H. (2002).
Performance assessment of the lead user idea-generation process for new product
development. Management Science, 48(8),
pp. 1042-1059.
Rodney
McAdam, John McClelland, (2002). European Journal of Innovation Management. Individual and team-based idea generation
within innovation management: organisational and research agendas. Vol. 5
Iss: 2, pp.86 - 97
