Comments on: Where Brainstorming Misses the Boat http://www.greggfraley.com/blog/2011/04/27/the-fine-art-of-planning-a-brainstorm/ Bringing the creative edge to innovation Tue, 16 Apr 2013 15:37:07 +0000 hourly 1 http://wordpress.org/?v=3.5.1 By: GREGG FRALEY http://www.greggfraley.com/blog/2011/04/27/the-fine-art-of-planning-a-brainstorm/#comment-610 GREGG FRALEY Wed, 27 Apr 2011 23:14:39 +0000 http://www.greggfraley.com/blog/?p=1836#comment-610 Thanks Pim. I’d not seen this book, will check it out. Hope all is well with you and the CPSI gang. Best…

]]> By: Tom http://www.greggfraley.com/blog/2011/04/27/the-fine-art-of-planning-a-brainstorm/#comment-609 Tom Wed, 27 Apr 2011 23:10:41 +0000 http://www.greggfraley.com/blog/?p=1836#comment-609 Brain too closed at this late hour to comment! but have just found this great blog to add to my rss feed. Looking forward to reading more!

]]> By: Pim Vossen http://www.greggfraley.com/blog/2011/04/27/the-fine-art-of-planning-a-brainstorm/#comment-608 Pim Vossen Wed, 27 Apr 2011 22:46:19 +0000 http://www.greggfraley.com/blog/?p=1836#comment-608 Last month authors Kevin & Shawne Coyne published a book called Brainsteering, that talks about what you’re describing in your post.

Check it out: http://www.brainsteering.com

]]> By: GREGG FRALEY http://www.greggfraley.com/blog/2011/04/27/the-fine-art-of-planning-a-brainstorm/#comment-607 GREGG FRALEY Wed, 27 Apr 2011 21:26:16 +0000 http://www.greggfraley.com/blog/?p=1836#comment-607 Part of the problem with current ideation is exactly that the initial question is framed around apparent symptoms. Research insights do indeed help pose more interesting questions, so, that’s part of the solution surely. I would simply add that the “team” innovating needs to get their head into the provocative question game, even going beyond research insights. For instance, a former partner of mine flipped the business model of our company. He said “if the doctors aren’t buying our software, let’s buy the doctors.” This wasn’t based on research insights like “doctors would use more pen-based computers if they were faster and lighter.” It was a much broader reframe. This is very hard to do, but if you can, very powerful. Thanks so much for your very insightful comment Margaret!

]]> By: Margaret Burrell http://www.greggfraley.com/blog/2011/04/27/the-fine-art-of-planning-a-brainstorm/#comment-606 Margaret Burrell Wed, 27 Apr 2011 20:02:02 +0000 http://www.greggfraley.com/blog/?p=1836#comment-606 Thank you for an interesting post Gregg.

Is part of the problem the fact that the initial question is too often framed around the ‘apparent symptoms’ of a problem rather than the ‘root’ of it?

For example, in your ‘on-the-go cereal’ example, the apparent symptoms are the fact that people are always rushing around and therefore need to eat on the the way to work.

This means that all the products in this category have been developed as cereal bars.

However, a bit of research might establish that some people find them a convenient way to control their portion size – ie use them as a diet aid – or simply don’t like milk-sogged cereals, but can’t eat them dry, or think they are a healthier option than a chocolate bar to put in a school lunch-box.

Once these alterntive ‘problems’ are considered, there must be more scope for truly innovative ideas to emerge.

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