Innovation Management ? Testing Ideas

Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.

There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.

There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is no sure fire route to commercial success, these processes improve the probability that good ideas will be generated and selected and that investment in developing and commercialising those ideas will not be wasted.

Testing Ideas

Sometimes ignoring everybody works. But this is rare. And only wise if you can afford the loss.

Success is more often related to verifying that the assumptions being made are indeed valid.

Before investing time and money, test the idea:

a) Does it indeed address the end users problem? Is this a problem that they are willing to spend money solving? Irons that talk to the microwave may sound like a good idea, but why will the customer want this and will she spend money on it? How exactly will the consumer benefit?

b) Are we persuading ourselves that the idea will work? Is there a high degree of groupthink? Are we persuading ourselves that the marketing team will create desire?

c) Is there strategic, technical and competency fit with the firm?

d) What are the practical impediments? Are we considering cultural and emotional impediments as well as technical?

These and other topics are covered in depth in the MBA dissertation on Managing Creativity & Innovation, which can be purchased (along with a Creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from http://www.managing-creativity.com/

You can also receive a regular, free newsletter by entering your email address at this site.

Kal Bishop, MBA

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You are free to reproduce this article as long as no changes are made and the author's name and site URL are retained.

Kal Bishop is a management consultant based in London, UK. He has consulted in the visual media and software industries and for clients such as Toshiba and Transport for London. He has led Improv, creativity and innovation workshops, exhibited artwork in San Francisco, Los Angeles and London and written a number of screenplays. He is a passionate traveller. He can be reached on http://www.managing-creativity.com/

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Palestinians pray over the bodies of  people killed near a United Nations school Tuesday, during their funeral in the Jebaliya refugee camp, in the northern Gaza Strip, Wednesday, Jan. 7, 2009. Israel's military paused its Gaza offensive for three hours Wednesday to allow food and fuel to reach besieged Palestinians, and the country's leaders debated whether to accept an international cease-fire plan or expand the assault against Hamas. With criticism rising of the operation's spiraling civilian death toll and Gazans increasingly suffering the effects of nonstop airstrikes and shelling, Israel's military said it opened 'humanitarian corridors' to allow aid supplies to reach Palestinians.(AP Photo/Hatem Moussa)AP - Israel resumed its Gaza offensive Wednesday, bombing heavily around suspected smuggling tunnels near the border with Egypt after a three-hour lull to allow in humanitarian aid. Hamas responded with a rocket barrage.



President-elect Barack Obama gestures during a news conference at his transition office in Washington, Wednesday, Jan. 7, 2009, where he introduced Nancy Killefer, right, to the newly created position of chief performance officer. (AP Photo/Lawrence Jackson)AP - Pointing with concern to "red ink as far as the eye can see," President-elect Barack Obama pledged Wednesday to tackle out-of-control Social Security and Medicare spending and named a special watchdog to clamp down on other federal programs — even as he campaigned anew to spend the largest pile of taxpayer money in history to revive the sinking economy.



Illinois U.S. Senate Appointee Roland Burris, left, meets with Senate Majority Leader Harry Reid of Nev., Wednesday, Jan. 7, 2009, on Capitol Hill in Washington. (AP Photo/Susan Walsh)AP - Senate Democrats beat a hasty retreat Wednesday from their rejection of Roland Burris as President-elect Barack Obama's successor, yielding to pressure from Obama himself and from senators irked that the standoff was draining attention and putting them in a bad light. Burris said with a smile he expected to join them "very shortly."



In this photo provided by the Washington State Department of Transportation, water rushes past a washed out road near Blewett Pass on U.S. highway 97 in Washington State on Wednesday, Jan. 7, 2009 in Washington State. (AP Photo/Washington State Department of Transportation)AP - Rain and high winds lashed Washington state Wednesday, causing widespread avalanches, mudslides, flooding and road closures as the heavy snowfall that has buried parts of the state began to rapidly melt.



President-elect Barack Obama is welcomed by President George W. Bush for a meeting at the White House in Washington, Wednesday, Jan. 7, 2009, with former presidents, from left, George H.W. Bush, Bill  Clinton, and Jimmy Carter.  (AP Photo/J. Scott Applewhite)AP - Confronting a grim economy and a Middle East on fire, Barack Obama turned Wednesday to perhaps the only people on the planet who understand what he's in for: the four living members of the U.S. presidents' club.



Workers put bullet proof glass on President-elect Barack Obama's Inaugural Reviewing Stand on Pennsylvania Avenue in front of the White House in Washington, Monday, Jan. 5, 2009. (AP Photo/Ron Edmonds)AP - The upcoming inauguration of Barack Obama is an attractive target for international and domestic terrorists, but U.S. intelligence officials have no information about specific threats to the Jan. 20 event.



AP - You've heard of making cheese from goats' milk, but prescription drugs? In what would be a scientific first, an anti-clotting drug made from the milk of genetically engineered goats moved closer to government approval Wednesday after experts at the Food and Drug Administration reported that the medication works and its safety is acceptable.

Christian Bale accepts the favorite action movie award for 'The Dark Knight' at the 35th Annual People's Choice Awards on Wednesday Jan. 7, 2009 in Los Angeles. (AP Photo/Matt Sayles)AP - Holy, People's Choice Awards, Batman! "The Dark Knight" soared away with every trophy it was nominated for Wednesday at the 35th annual fan-favorite CBS ceremony. The caped crusader flick won five awards, including favorite cast, superhero, action movie and on-screen matchup for Christian Bale's Batman and the late Heath Ledger's Joker.



Harvard's Jeremy Lin (4) drives for the basket in front of Boston College's Rakim Sanders in the first half of an NCAA college basketball game Wednesday, Jan. 7, 2009, in Boston. (AP Photo/Michael Dwyer)AP - Jeremy Lin scored 27 points to lead Harvard to an 82-70 upset over No. 17 Boston College on Wednesday night, three days after the Eagles upset previously top-ranked North Carolina.



In this  Sept. 28, 2008 file photo, New York Jets coach Eric Mangini gestures on the sidelines during the third quarter of an NFL football game against the Arizona Cardinals at Giants Stadium in East Rutherford, N.J. The Cleveland Browns have agreed to hire Eric Mangini as their head coach, a person with knowledge of the negotiations told The Associated Press, Wednesday, Jan. 7, 2009. (AP Photo/Bill Kostroun, File)AP - Eric Mangini is the new head coach of the Cleveland Browns, a week after being fired by the New York Jets. A person with knowledge of the negotiations told The Associated Press that Mangini will be introduced Thursday at a news conference at the team's headquarters in Berea.



An Israeli soldier stands next to blindfolded Palestinian prisoners after they were arrested during an Israeli military operation in the northern Gaza Strip January 7, 2009, in this picture released by the Israeli Defence Forces (IDF). U.S. Secretary of State Condoleezza Rice said on Wednesday she had pressed Israel to seriously consider an Egyptian ceasefire plan as the U.N. Security Council weighed action to end Israel's attack on Gaza. (IDF/Handout/Reuters)Reuters - Israeli warplanes bombed the Gaza Strip on Thursday and tanks pounded Palestinian guerrillas on the ground as U.S. backing for a proposed truce raised expectations of an end to the offensive.



Senate-designate Roland Burris talks with Senate Majority Leader Harry Reid in Reid's office on Capitol Hill, January 7, 2009. (Larry Downing/Reuters)Reuters - In an abrupt switch, Democratic leaders began talks on Wednesday to swear in Roland Burris, appointed by embattled Illinois Gov. Rod Blagojevich to replace President-elect Barack Obama in the U.S. Senate.



President Bush greets President-elect Barack Obama at the White House, November 10, 2008. (Joshua Roberts/Reuters)Reuters - The U.S. budget deficit will swell to a record $1.186 trillion in fiscal 2009, congressional forecasters said on Wednesday, the result of an economic recession that has cut tax receipts and caused massive government bailouts of banks and automakers.



Reuters - U.S. cities are vulnerable to an attack like the gun-and-grenade assault that terrorized Mumbai for three days and killed 179 people, the White House homeland security adviser said on Wednesday.

Ali al-Marri, who has been held for 5-1/2 years at a U.S. military prison in South Carolina, is seen in this undated photograph released to Reuters on January 6, 2008. An early test for President-elect Barack Obama will be the case of suspected al Qaeda 'sleeper' agent Marri, which will force Obama to take a position on his predecessor's claim that anyone the president deems a national security threat can be imprisoned indefinitely without charges in the United States. (Handout/Reuters)Reuters - The case of Ali al-Marri, accused of being an al Qaeda "sleeper" agent and held for 5-1/2 years at a U.S. military prison in South Carolina, will be an early test for President-elect Barack Obama.



Eggs are stacked up at an egg farm in San Diego County, July 29, 2008. (Mike Blake/Reuters)Reuters - An outbreak of salmonella food poisoning has made 388 people sick across 42 states, sending 18 percent of them to the hospital, U.S. health officials said on Wednesday.



Bernard Madoff is escorted in a vehicle from Federal Court in New York, January 5, 2009. (Lucas Jackson/Reuters)Reuters - Accused swindler Bernard Madoff should be jailed for violating a court order by mailing $1 million worth of diamonds, watches and other jewelry to friends and family, U.S. prosecutors told a court on Wednesday.



An Austrian hotel owner lights a gas stove. Envoys from Russia and Ukraine go to Brussels on Thursday for emergency EU-brokered talks to resolve a bitter gas fight between the two ex-Soviet giants that has engulfed Europe in a major energy crisis.(AFP/Joe Klamar)Reuters - Russia and Ukraine argue their case to Europe on Thursday in a gas price dispute that has choked off energy supplies to EU countries beset by bitter winter weather.



A Palestinian protestor flashes the V for 'victory' sign in front of an Israeli soldier near Damascus Gate in Jerusalem's old city. Israeli warplanes bombed suspected arms-smuggling tunnels in southern Gaza early Thursday, as diplomats worked to secure a ceasefire in an offensive that has killed 700 Palestinians.(AFP/Ahmad Gharabli)AFP - Israeli warplanes bombed suspected arms-smuggling tunnels in southern Gaza early Thursday, as diplomats worked to secure a ceasefire in an offensive that has killed 700 Palestinians.



A woman looks at a manometer set on a gas pipe at a compressor station in the Ukrainian city of Boyarka. Envoys from Russia and Ukraine go to Brussels on Thursday for emergency EU-brokered talks to resolve a bitter gas fight between the two ex-Soviet giants that has engulfed Europe in a major energy crisis.(AFP/File/Sergei Supinsky)AFP - Envoys from Russia and Ukraine go to Brussels on Thursday for emergency EU-brokered talks to resolve a bitter gas fight between the two ex-Soviet giants that has engulfed Europe in a major energy crisis.




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