Do you have an idea generation pipeline? Most large organisations talk about their ‘sales pipeline’. Without knowing all of the details we understand that a) the pipeline should produce a stream of sales b) the pipeline should ideally be full. Linked to this we also understand that to produce a certain volume of sales we need a given number of contacts, sales appointments or exhibitions to go to. To increase sales we simply tweak our pipeline and hey presto, something happens.

When it comes to ideas we are not quite so methodical. Ideas are random and come along whenever they feel like it, right? Well yes and no. A large number of random ideas will at some stage begin to feel less random but the actual ideas (or quality) might still be so.

Imagine a business based on ideas. DIY suppliers such as tool manufacturers consistently seem to be trying to catch our eyes with drills, screwdrivers, unbreakable gardening implements etc. Your sales and marketing department may tell you that to keep ahead of the competition you need to have 5 new products each year in production and ready for distribution. Now let us work from the other end. A typical idea generation session might generate say 1500 ideas of which 150 might be worth considering and 15 worth trying to mock up or create prototypes. This might lead to only 1 product. At least you know that you might need to run 4 such sessions or create over 6000 wacky ideas.

Then you must allow for some sort of customer feedback, production set up etc which means that your year timeframe has now become 6 months! At least if you can calibrate your processes you can actually plan getting an idea from conception to customer, and with feedback built into the system you will get better at it. Then, when your Sales Director says ‘we need a new product for this market, now’ you can estimate the effort and cost required and tell him how long he will have to wait. Remember, miracles we can cope with but the impossible takes a little longer!

The same concept can be applied to services although the ratio of wacky ideas to actual services will be different. Also, because there is little manufacturing involved, services can be brought to the market place quicker.

Print Friendly, PDF & Email
Facebooktwittergoogle_pluslinkedinFacebooktwittergoogle_pluslinkedin
Tagged on:                 

One thought on “Calibrating your idea generation pipeline

  • July 25, 2008 at 1:38 am
    Permalink

    I couldn’t agree anymore. We’re tackling that feedback to idea management process with our new hosted solution, SuggestionBox.com. Following up on the people who submitted feedback is the part that is often neglected. Always looking for feedback!

    Reply

Leave a Reply

Your email address will not be published. Required fields are marked *

My Innovation Handbook is FREE for you!
Simply enter your full name and email address in order to receive a copy of my Innovation Handbook. You will also be subscribed to my monthly newsletter. You can amend or cancel your subscription at any time by clicking on the links in the newsletter.
Thank you for subscribing
If you have signed up in order to get a FREE book or report then you will shortly receive an email giving you the URL of the page for downloading the PDF file. If you do not receive such an email within a few minutes then please get in touch and a copy will be emailed to you directly.
Need a simple guide to Innovation?
Enter your details below to grab a copy of my Innovation Handbook and receive regular news and tips on Business Creativity & Innovation.
Thank you, please check your Inbox
You will shortly receive an email giving you the URL of the page for downloading the PDF file. If you do not receive such an email within a few minutes then please get in touch and a copy will be emailed to you directly.