To help make an idea great, it has got to have a “why” attached to it (the justification) and a “how” to make it possible (the logistics).
Sometimes, when brainstorming, people become attached to certain ideas. Or maybe there is an idea they’ve brought in with them to the meeting. Or you’ll come across that “great idea” put upon the team by a company executive … who heard it from his nephew.
Though any of these may seem brilliant, until they are justified as both (a) supporting business strategy and (b) logistically practical, they can’t be considered viable.
To assist with this step during brainstorming sessions, I created a paper guide which allows participants to document to make sure they think through, and solve, both “why” and “how.”
You’ll also notice, at the bottom of the guide, I provide additional filters. In the case of the attached example we measure for ease, investment, and reach. (Insert your appropriate filtering questions there).
Why+How=Great Idea Guide [Word document, 46 KB].
It is a simple tool, but serves its purpose to ensure ideas are not just clever, but appropriate and feasible.
I invite you to give it a try. Let me know how it works for you.
Tags: Innovation, Marketing, Strategy and Tactics
I don’t see anything on your document…
Paul,
Love the direction you’re taking here. I think we’ve all been in a meeting where a “great idea” was presented and then the rest of the meeting seemingly centers around finding a way to make it work, instead of brainstorming ideas that are actually feasible.
I was excited to give your guide a read-through, unfortunately when I download it there was nothing there. The file size is 0 and the page is blank. I’m sure it’s something minor, but I wanted to let you know.
Kate
Whoops! Sorry about that. The upload didn’t stick. It is there now.
Thanks for reading, wanting to check it out, and letting me know.
I’d love your feedback after you try it.
Thanks again – Paul
Just printed it off and making copies. So simple, and yet it’s really all you need. I love that you added a name for it; often overlooked, and it single-handedly ends a lot of confusion.
Thanks for the resource.
bd
@bdunc1
Paul,
Nicely done process for Why (and how).
A variation process that I have been using for qualifying a new idea is to create a hypothesis. A hypothesis that will have a test (as in scientific method) to confirm a practical or commercial application. Perhaps just different language for what your process describes, but it helps me focus and quickly get to the bottom line. Steve
Steve,
I look forward to your feedback and thoughts. The best use of this technique is when you’ve got folks in your group who are hooked on certain ideas. They have a personal attachment to them versus a link to the strategy.
By pushing people to define “why it is a great idea” along with “how it can be done” you examine the strategic and logistic justification.
Thanks so much for your comment!
Interesting, i usually get a new idea when I am not working or not really focussing on anything.
When my mind is relaxed, it does start generating ideas…some good some not so good…
Seems like a very simple but effective activity to go through, I’m going to bring one of these with to my next meeting and see how it works!
Love the KISS approach here, Paul. It makes it easy to use in meetings. Will share with my readers. Thx!