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HomeShop at BookSurgeBody, Mind & SpiritParapsychologyESP (Clairvoyance, Precognition, Telepathy)Generating Breakthrough New Product Ideas: Feeding the Innovation Funnel |
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| Customer Reviews: | | Average Customer Review: ( 1 customer reviews )
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4 of 4 found the following review helpful:
Great Insites to Idea Generation May 07, 2009
By I. Lis
This is a really good book. Just given the title, I expected it to be interesting, but it ended up being much more than that. It's a well organized analysis of lots of idea generation techniques, NOT simply another "here's my great way to do this" sort of book. It's also based on research, not opinion - and that includes the significant consulting experience of the authors, Robert Cooper and Scott Edgett.
I'd suggest this book to executives who are trying to get their people to think beyond incremental idea creation. It's going to help you to understand the options, and pick which ones are right for your company and its mindset.
The organization of the book was particularly helpful. There are chapters covering four key types of idea generation, each of which provided some surprising insight and great food for thought.
1) employee suggestion schemes, which I think of as kind of "table-stakes" for idea generation, but which the authors sheds new light on, and actually show how to make them powerful again.
2) Ideas from customers - this chapter was great! I read this and immediately realized why what I had been doing for years was wrong. So simple in concept, once you get it.
3) Ideas from other external sources - the latest rage around things like open innovation, including some good practical words of experience from those who've use it and done well, and those who haven't!
4) Future looking techniques like peripheral vision and disruptive technology - I've heard of these, but now I know enough to understand pros and cons, and make intelligent choices on how and when my staff should be using it.
In addition to all the techniques, Cooper and Edgett include a couple of other powerful connection points. First, the message that great idea generation is a waste of time unless it's linked to strategy. They go on to point out that business strategy is not enough to do the job, and then they outline a methodology for creating a great product or service development strategy. They also spend time talking about the unique situation of idea generation within the research and technology development space.
Somewhere along the way, I realized that there was more to this than just idea generation. By the time I was done, I had a full visual in my head of how idea generation linked to strategy, how to effectively decide which ideas were better than others, and how to move the good ones to market most efficiently. I googled the authors and found that they had much more offer in these other areas as well.
All in all, a great book. It puts context to what great idea generation SHOULD be, and provides just enough detail on the various methods to get you excited about trying them with your company and with your customers. It's easy to read in pieces, and an easy, practical read overall.
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