CREATIVITY AND THE BUSINESS IDEA:METHODS OF GENERATING NEW IDEAS, CREATIVE PROBLEM SOLVING

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Entrepreneurship MGT602

Lesson 16

CREATIVITY AND THE BUSINESS IDEA

LEARNING OBJECTIVES

To identify various sources of ideas for new ventures.

To discuss methods available for generating new venture ideas.

To discuss creativity and the techniques for creative problem solving.

METHODS OF GENERATING NEW IDEAS

Even with the wide variety of sources available, coming up with an idea to serve as the basis for the new

venture can still be a difficult problem. The entrepreneur can use several methods to help generate and test

new ideas, including focus groups, brain storming and problem inventory analysis.

Focus groups

Group of individuals providing information in a structured format is called a focus group. The group of 8

to 14 participants is simulated by comments form other group members in creatively conceptualizing and

developing new product idea to fulfill a market need.

Brainstorming

A group method of obtaining new ideas and solutions is called brainstorming. The brainstorming method

for generating new ideas is based on the fact that people can be stimulated to greater creativity by meeting

with others an d participating with organized group experiences. Although most of the ideas generated

from the group have no basis for further development, often a good idea emerges.

Problem inventory analysis

Problem inventory analysis uses individuals in a manner that is analogous to focus groups to generate new

product ideas. However instead of generating new ideas themselves, consumers are provided with a list of

problems in a general product category. They are then asked to identify and discuss products in this

category that have the particular problem. This method is often effective since it is easier to relate known

products to suggested problems and arrive at a new product idea then to generate an entirely new idea by

itself.

CREATIVE PROBLEM SOLVING

Creative problem solving is a method for obtaining new ideas focusing on the parameters.

Brainstorming

The first technique, brainstorming, is probably the most well known and widely used for both creative

problem solving and idea generation. It is an unstructured process for generating all possible ideas about a

problem within a limited time frame through the spontaneous contribution of participants. All ideas, no

matter how illogical, must be recorded, with participants prohibited from criticizing or evaluating during

the brainstorming session.

Reverse brainstorming

Similar to brainstorming, but criticism is allowed and encouraged as a way to bring out possible problems

with the ideas.

Synectics

Synectics is a creative process that forces individuals to solve problems through one of four analogy

mechanisms: personal, direct, symbolic and fantasy. This forces participants to consciously apply

preconscious mechanisms through the use of analogies in order to solve problems.

Gordon method

Gordon method is a method of developing new ideas when the individuals are unaware of the problem. In

this method the entrepreneur starts by mentioning a general concept associated with the problem. The

group responds with expressing a number of ideas.

Checklist method

Developing a new idea through a list of related issues is checklist method of problem solving.

Entrepreneurship MGT602

Free association method

Developing a new idea through a chain of word association is free association method of problem.

Forced relationship

Forced relationship is the process of forcing relationship among some product combination. It is technique

that asks questions about objects or ideas in an effort to develop a new idea.

Collective notebook method

It is method in which ideas are generated by group members regularly recording ideas.

Heuristics

It is method of developing a new idea through a thought process progression.

Scientific method

This is a more structured method of problem solving, including principles and rules for concept formation,

making observations and experiments, and finally validating the hypothesis.

Value analysis

Value analysis is developing a new idea by evaluating the worth of aspects of ideas.

Attribute listing

This is an idea finding technique that requires the entrepreneur to list the attributes of an item or problem

and then look at each from a variety of viewpoints.

Matrix charting

Matrix charting is a systematic method of searching for new opportunities by listing important elements for

the product area along two axis of chart and then asking questions regarding each of these elements.

Big dream approach

Developing a new idea by thinking about constraints is big-dream approach of problem solving.

Parameter analysis

Parameter analysis is developing a new idea by focusing on parameter identification and creative synthesis.

KEY TERMS

Brainstorming

A group method of obtaining new ideas and solutions

Synectics

Creative process that forces individuals to solve problems through the use of analogies

Gordon method

Method of developing new ideas when the individuals are unaware of nature of the problem

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