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8/4/2019 Database Concept Fan
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CFDatabase 65687201 Concept Fan
Car, train, plane, walk, etc. Travel roads, rails, etc. Travel North Arrive at Destination
Code # Ideas L Concepts # Directions L Objective
Specific, concreteways of putting aconcept to work
General method orway of doingsomething
Very broad conceptsor approaches
High Level ProcessFlow
Features without benefits have no relevancy; Benefits without features have no credibility.
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CFExample 65687201
High Level Process Flow
Car, train, plane, walk, etc. Travel roads, rails, etc. Travel North Arrive at Destination
Code # Ideas L Concepts # Directions L Objective
A1A1 1 Working at home A Reduce the need to travel 1 Reduce the traffic load A Minimize traffic congestion
A1B2 2 Wireless Network Access B Working at home 1 Reduce the traffic load A Minimize traffic congestion
A1C3 3 Car pooling C Increase density per vehicle 1 Reduce the traffic load A Minimize traffic congestion
A1C4 4 Public transport C Increase density per vehicle 1 Reduce the traffic load A Minimize traffic congestion
A2A1 1 Stagger work hours A Reduce peak load 2 Improve flow along roads A Minimize traffic congestion
B1A1 1 In-Process Indicators A 1 B
C1A1 1 A 1 C
D1A1 1 A 1 D
1 How does this idea help? How does this concept help? How does this direction help?2
3
4
1
Features without benefits have no relevancy; Benefits without features have no credibility.
Objective control city traffic congestion Ideas
Directions Specific, concrete ways of putting a concept to work
road concepts or approaches It must be possible to implement an idea directly
oadest concept I can conceive idea (reduce traffic load) - working at home
ion - reducing the traffic load idea (increase density of people per vehicle) -
proving the flow along existing roads car pooling; public transportation
Concepts idea (reducing the peak load) - staggering work hours
ethods or ways of doing something Questions to ask
traffic load) - reduce the need to travel How does this help?
load) - increase the density of people per vehicle idea --> concept
along existing roads) - reducing the peak load concept --> direction
Specific, concrete ways ofputting a concept to work
General method or way ofdoing something
Very broad concepts orapproaches
Ensure accurate materialhandling
Improve flow of materialsthrough work areas
Well-maintained andexecuted productionschedule
Reduce office lead-timeswhich account for 50+% of
overall lead-timesRe uce o ice expenses sincethey can account for 25+% ofCOGS
How can this concept becarried out?
How can this direction becarried out?
How do I get to this point
(concept)?
How do I get to this point
(direction)?
How do I get to this point
(Objects)?
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Overview 65687201 Concept Fan
Concept Fan-Achievement Technique
Provides framework for generating alternative ideas
framework forces alternatives by providing succession of fixed points
provides new focus points
concept - rewarding people who could drive into the city for choosing not
to do so
idea - ??? There may not yet be a feasible way of doing this.
This becomes a creative focus point.
Set out to find ways to do this.
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Evaluation 65687201 Concept Fan
Evaluation procedure
not part of creative thinking
part of the assessment, judgment and decision capacity of an individual or
organization
concept - rewarding people who could drive into the city for choosing not
to do so
Disasters attributable to poor assessment of creative possibilities
Judgment/decision system operating in organization should be used in final
assessment of ideas produce by creativity
Exception-organization deliberately decides to allocate a fixed
proportion of resources to creative ideas with high potential and high risk
Major Considerations
What are the benefits?
How large are the benefits?
Where do the benefits come from?How doable are the benefits?
Strong showing in the "benefit" area is required for idea to
have immediate value.
Does the idea actually work?
Can the idea be made to work?
Are the resources available for implementing the idea?
The resources may include time, money, people, technology,
mechanisms and motivation.
An idea may be feasible in itself, but the resources may not be
available to make the idea work.
Does the idea "fit" the needs of whomever is supported to
implement the idea?
The concept of "fit" includes strategy, policy, personalities,
agendas and so on.
Essential Factors
Fall-Back Position
Benefits
Feasibility
Resources
Fit
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Evaluation 65687201 Concept Fan
Testability
Risk
The Final Decision
Make Idea Work
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EndCategories 65687201 Concept Fan
Directly Usable Ideas
Ideas judged to have value and be directly usable
Idea may be used immediately or after more directly usable ideas
concept - rewarding people who could drive into the city for choosing not
to do so
only these ideas go forward to the priority decision implementation
ideas still need to be subjected to testing or piloting
check out idea
build up basis of support for putting idea into action
test results can be much more motivating than idea itself
Idea workable and has value
Sense that idea could be revived and used in the future
Doesn't fit current needs/priorities
Idea remains on Back Burner for future will consider periodicallyNeeds More Work
Serious defects/insufficiencies
No fundamental impossibilities
Ideas shows potential
Do further logical and creative work on idea
Task force may be assigned to do further work
Powerful but Not Usable
Idea has great power but for a variety of reasons can't be used
Reasons: regulations, environmental concepts, very high risk factors,
cannibalizing existing products
Put ideas on file and look at occasionally since circumstances change
to make idea usable
Useful concepts may be taken from the idea and put into a more usable form
Interesting but Unstable
not "powerful"
"interesting" - open up many possibilities because of effect on perception
ideas stimulate and create value
End Categories
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EndCategories 65687201 Concept Fan
even if never used
give ideas attention and keep around to review periodically
Weak Value
Idea is workable and fits organization
Weak value and suggested benefits
no reason/motivation to use such ideas
value may be underestimated-proposers responsibility demonstrate higher
degree of value
high novelty value attract attention and interest but idea may only have novelty
novelty only sufficient in world of advertising
Unworkable
fundamental impossibilities
deserve to be rejected
creative indulgence should not seek to keep such ideas alive
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Benefits 65687201 Concept Fan
No benefits - not worth considering further
Value resides in the idea and benefits enjoyed by those affected by idea
Beauty-statue; benefits-tourists, photographers, artists and others affected by the beauty
Ideas have immediate value with a strong showing in the "benefit" area
to do so
Full range and extent of benefits need to be spelled out clearly with the logical and
information reasons given for why benefits are expected
Questions to ask to find benefits:
What are the benefits?
How large are the benefits likely to be?
Benefits(current exchange rates may be large and short-lived)
Benefits(low-cost production in certain country may not last)
Benefits(new financial concept may only last until competitors duplicate the concept)
Who would get the benefits?directly to producer due to lower costs and better profits?
buyer-terms of lower price, better quality or extra functions?
better design appeals to buyer and increased sales benefit producer
Concentrated detergent packs reduce handling costs for supermarkets (45%)
and distributors
Does new idea make life easier or more difficult for...
agents and brokers?
retailers?
Frequent maintenance or difficult to demonstrate provide not benefits to retailers
Benefits to environment may be real and also good publicity
Benefits
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Feasibility 65687201 Concept Fan
Does the idea actually work?
Can the idea be made to work?
How much effort is going to be put into an idea to make it feasible?
If you perceive benefits to be considerable, then make much more effort to
to do so
find way make idea work
No point to go further - Some ideas not workable if they contravene some
basic principle (i.e. perpetual motion machines)
Idea may contravene some regulation or law
Efforts keep concept and change idea legal and fits regulations
Only insistence of entrepreneur may find way get it done
If benefits strong enough, then determined efforts can find way to carry out idea
Ex. "living benefits" in life insurance industry
Feasibility
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Resources 65687201 Concept Fan
Do we have the resources to make the idea work?
time
money
people
to do so
technology
mechanisms
motivation
Do we want to allocate the resources to this idea?
What is the cost in...
Who is going to...
have to work on the idea?
be responsible for the idea?
What about the diversion of resources and effort from other activities and projects?always a matter of limited resources
all valuable and workable ideas have limits to possibility they are put into action
If resources available, then base decisions on priorities and comparisons
Realistic assessment of resources is critical since people typically grossly
underestimate the necessary resources
Ideas may be feasible but lack resources to make work
Resources
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Fit 65687201 Concept Fan
Does the idea "fit" the needs of whomever is supposed to implement the idea?
Does the idea "fit" the type of organization?
Market newcomer trying to enter market vs. large organization with enough
conmarket muscle make idea work
to do so
Complex/very important issue
Does the idea "fit" .... of the organization?
strategy
policy
personalities
stock analysts' hopes
personality and ambitions of CEO and other decision makers
motivations of those immediately responsible for putting idea into action
and so on"Fit" difficulty - only traditional ideas seen "fit" usual behavior of organization
by definition, any new idea will not "fit"
new idea must fit style and motivation of organization
a very valuable and workable idea may fail if it lacks "fit"
Can idea be made to fit?
May be area for further effort
How much effort are we willing to put into making it fit?
What would be the best home for this idea?
"Best home" scrutiny - way assess most suitable home for idea
see where idea would fit
imagine ideal home and compare it to existing organization
Can we provide this sort of home?
Perceived benefits of idea need to drive any effort make idea fit
Fit
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Essential Factors 65687201 Concept Fan
Essential Factors
Factors decide if idea is usable or not
if no essential factor, throw out idea
include essential factor
concept - rewarding people who could drive into the city for choosing not
to do so
Necessary for life of idea; make idea work
profitability
compliance with regulations
acceptance by unions
defined market
some arise from way idea treated
adequate capitalization-vital factor-new business success
Fatal Factors
if idea contains these it can't workEnvironmental damage in many countries
Price too high
Hight legal costs and complications
Infringement of intellectual rights
Association with failing corporation
perceived cruelty to animals
exploitation of minorities
effort my be made to get rid of fatal factors
Flexibility
Future condiitions, competitors behavior and costs are uncertain
Values are changing
Difficult-predict-certain idea will work
Need for new ideas since not possible sit back avoid all risk by doing nothing
Can idea be modified to adjust to changing conditions?
Is the idea sufficiently flexible?
If competitors respond in one way, can idea be changed meet response?
If need change price, can this be done?
i l 6 68 20 C
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Essential Factors 65687201 Concept Fan
Rigid ideas not good choices so important part design process build flexibility into ideas
If ideas doesn't work, can it breed whole number additional ideas
take advantage of momentum?
"son of Lassie"
"grandson of Lassie"
Can we turn a success-whole range of models?
If risk pays off, how maximize success?
F llB kT tM k W k 65687201 C t F
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FallBackTestMakeWork 65687201 Concept Fan
Fall-Back Position
What is it?
Can we minimize losses?
Can we gain anything from attempt (perhaps learn something re: market)?
concept - rewarding people who could drive into the city for choosing not
to do so
It's prudent to design fall-back position
Testability
Part of design process any new idea - think of its testability
Can this idea be tested...
in advance by "flying a kit" or press "leakage"?
by allowing soimeone else try it first?
through focus groups or in-store testing?
Values of Testing:See if idea works
Modify idea in accordance with feedback
Provide support for idea
Considerable creativity necessary to design practical and persuasive test procedures
Making an Idea Work
Sometimes a belief that a marvelous idea so good/powerful will drag everyone along with it
Belief is almost never the case so it's always necessary to "make an idea work"
Someone/group makes idea work when they decide idea is worth doing and are
determined to overcome obstacles/frictions
Diamonds not very beautiful in raw case
Diamond cutter's skill reveals diamond's beauty
Set out to make ideas work to reveal value of ideas
FallBackPosn 65687201 Concept Fan
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FallBackPosn 65687201 Concept Fan
Fall-Back Position
What is it?
Can we minimize losses?
Can we gain anything from attempt (perhaps learn something re: market)?
Will failure of idea damage existing products, image or distributor relations?
It's prudent to design fall-back position
estability 65687201 Concept Fan
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estability 65687201 Concept Fan
Testability
Part of design process any new idea - think of its testability
Can this idea be tested...
in a pilot plant?
in a consumer test market?
by sampling?
by consumer survey?in advance by "flying a kit" or press "leakage"?
by allowing soimeone else try it first?
through focus groups or in-store testing?
Values of Testing:
See if idea works
Modify idea in accordance with feedback
Provide support for idea
Considerable creativity necessary to design practical and persuasive test procedures
Risk 65687201 Concept Fan
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Risk 65687201 Concept Fan
Risk
Risk factor underlies all...
judgments
decisions
evaluations
Design/assessement purpose-reduce risk
Types of risks that idea mayfail
prove much more expensive than hoped
cause damage (image, product liability, distributor/customer relations)
divert attention/resources vs other matters
get wrecked by unforeseeable change in circumstances
fail due to a failure of technology
trigger very effective competitive responses more than negate idea's value
fail for almost anything since future is uncertain
Handle risk in these ways:
be aware of possible risks
design fall-back positions & damage containment systems
reduce risk by testing/redesigning idea
early warning systems
be as informed as possible
insurance
quick reactions/responses
spread risk with parnters/joint ventures
assess risk/reward ratios
Final decision re: how much risk org. willing to take once all sensible things done to reduce/contain risk
If you can reduce the cost of new product introduction then there's less risk in such introduction
In the end, oranizations need to make "venture' or "entrepreneurial" decisions
How much available resources allocated to new ventures where potential reward is high but also risk factor?
Doing nothing is acceptance of high risk through inertia vs. avoidance of risk
Market loss to competitor is a risk if me-too product is too late or someone else develops new market.
FinalDecision 65687201 Concept Fan
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p
The Final Decision
Decisions often just emerge as you examine ideas.
Idea must offer sufficient benefits to pursue it.
Many difficulties arise when you implement idea.
Consider fatal factors.
Consensus opinions can gradually emerge (Japanese style decision-making)
Use 6-Hat Thinking when you discuss ideas to utilize different thinking modes.Make conscious decisions if none made via evaluation process. Choose from these methods
Point System
Weight the different evaluation factors and each idea given points against each factor
Favored ideas emerge as leading contenders
Difficulties tend to arise as this system produces bland ideas since they score steadily in each area
Direct Comparison
Make between contending ideas or available alternatives
Note points of similarity and difference
Compare differing performances against evaluation criteria
Advantage: Allows consideration of factors other than those on any evaluation checklist
Advantage: Easier to assess ideas as a "whole"
Works best on "rejection" basis
Focus on risks/defects to provide rejection reasons for some contender
If you focus on good points it's very difficult to reject ideas due to reluctance to put aside ideas with potential
Hindsight Logic
Take each idea in turn, imagine it in use and explain to audience why chosen
List logical reasons why we chose idea to see if idea is strong or weak
Idea's appeal may be more emotional vs. rational; hope-based vs. supportable expectations
Often helps pull out ideas should be selected on grounds it can be explained
Danger: reject more unusual ideas where potential is high but grounds for support not strong
Emotions
All decisions are emotional in the end
Information/logic only put us in better position to exert our emotions
Seek out emotional basis re: decisions
Note basic underlying emotion that would drive a particular choice for each alternative
FinalDecision 65687201 Concept Fan
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Fear
risk/blame-basis reject ideas/feel unenthusiastic re: them
can be driving force that leads to positive action
getting left behind
losing market share
attacked by competitor
Greed-positive driving force in this context; covers:willingness to grow
make things happen
increase market share/stock price
Laziness-drives many decisions as a disinclination to do/avoid anything different
preference-"quiet life"
New project demands attention, extra work uncertainty and even "thinking"
Reasons found to turn down ideas when basic reason is laziness
Questions to ask yourself:
Why do I like that idea?
Why do I not like that idea?
How much do fear, greed, and laziness contribute in each case?
Circumstances - framework can make choices easier
Under what circumstances would I...
choose this idea?
want to proceed with this idea?
Perhaps ideal circumstances...
can be provided.could never be provided.
MakeIdeaWork 65687201 Concept Fan
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Making an Idea Work
Sometimes a belief that a marvelous idea so good/powerful will drag everyone along with it
Belief is almost never the case so it's always necessary to "make an idea work"
Someone/group makes idea work when they decide idea is worth doing and are determined to overcome obstacles/frictions
Diamonds not very beautiful in raw case
Diamond cutter's skill reveals diamond's beauty
Set out to make ideas work to reveal value of ideas
CFTemplate 65687201 Concep
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Car, train, plane, walk, etc. Travel roads, rails, etc. Travel North
Code # Ideas L Concepts # Directions L Objective
A1A1 1 A 1 A
B1A1 1 A 1 B
C1A1 1 A 1 C
Features without benefits have no relevancy; Benefits without features have no credibility.
Over-
Spec c, concrete waysof putting a concept to
workGeneral method or way
of doing somethingVery broad concepts or
approachesArrive at Destination - High
Level Process Flow
ConceptFan 65687201 Concept Fan
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Car, train, plane, walk, etc. Travel roads, rails, etc. Travel North Arrive at Destination
High Level Process Flow -
Ideas Concepts Directions Objects
How does this help? How does this help?
How can this be carried out? How can this be carried out?
How do I get to this point? How do I get to this point? How do I get to this point?
Features without benefits have no relevancy; Benefits without features have no credibility.
Issues List
STCCF 65687201 Concept Fan
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Goal Arrive at Destination (Action, Object & Purpose)
How do I get to this point?
Action Steps
Directions (broad concept: travel north)
How can this be carried out?
What is this step designed to do?
How do I get to this point?
Concepts (general method: travel roads/rails/air)
How can this be carried out?
What is this step designed to do?
How do I get to this point?
Ideas (specific: car/train/plane)
What is this step designed to do?
Once I have accomplished thisstep, what result will I have?
Once I have accomplished thisstep, what result will I have?
Once I have accomplished thisstep, what result will I have?
STCCF 65687201 Concept Fan
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Features without benefits have no relevancy; Benefits without features have no credibility.
CurentReality