METHODS OF

GENERATING IDEAS
Entrepreneurship (10th Ed.) by
Robert Hisrich, Michael Peters,
Dean Shepherd
METHODS OF GENERATING IDEAS
◦ Focus Groups
◦ Brainstorming
◦ Brain writing
◦ Problem Inventory analysis
 Focus Groups
◦ Focus groups have been used for a variety of purposes since the 1950s
◦ A moderator leads a group of people through an open, in-depth discussion rather than simply
asking questions to solicit participant response
◦ For a new product area, the moderator focuses the discussion of the group in either a directive
or a nondirective manner.
◦ The group of frequently 8–14 participants is stimulated by comments from each other in
creatively conceptualizing and developing a new product/service idea to fill a market need.
 Brainstorming
◦ The brainstorming method stimulates people to be creative by meeting with others and
participating in an organized group experience
◦ Four rules need to be followed
◦ No criticism is allowed by anyone in the group—no negative comments
◦ Freewheeling is encouraged—the wilder the idea, the better
◦ Quantity of ideas is desired—the greater the number of ideas, the greater the likelihood of
the emergence of useful ideas
◦ Combinations and improvements of ideas are encouraged; ideas of others can be
used to produce still another new idea
 Brain Writing
◦ Brainwriting is a form of written brainstorming, created by Bernd Rohrbach at the
end of the 1960s
◦ Brainwriting is a silent, written generation of ideas by a group of people
◦ The participants write their ideas on special forms or cards that circulate within the group,
which usually consists of six members
◦ Each group member generates and writes down three ideas during a five-minute period
◦ The form is passed on to the adjacent person who writes down three new ideas, and so on,
until each form has passed all participants
◦ A leader monitors the time intervals and can reduce or lengthen the time given to participants
according to the needs of the group
 Problem Inventory Analysis
◦ Problem inventory analysis uses individuals in a manner analogous to focus groups
◦ Instead of generating new ideas themselves, consumers in the group 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
◦ Problem inventory analysis can also be used to test a new product idea
◦ Results from product inventory analysis need to be carefully evaluated as they may not
actually reflect a new business opportunity
Cont…
 Creative Problem Solving Techniques
◦ Brainstorming
◦ Reverse Brainstorming
◦ Brain Writing
◦ Gordon Method
◦ Checklist Method
◦ Forced Relationship
◦ Collective Notebook Method
◦ Attribute listing Method
◦ Big Dream Approach
◦ Parameter Analysis
 Reverse Brainstorming
◦ Reverse brainstorming is similar to brainstorming, except that criticism is allowed
◦ In fact, the technique is based on finding fault by asking such questions as “In how many ways
can this idea fail?”
◦ Since the focus is on the negative aspects of a product, service, or idea, care needs to be taken
to maintain the group’s morale
◦ The process usually involves the identification of everything wrong with an idea, followed by
a discussion of ways to overcome these problems
◦ Reverse brainstorming almost always produces some worthwhile results as it is easier for an
individual to be critical about an idea than to come up with a new idea itself
 Gordon Method
◦ The Gordon method, unlike many other creative problem-solving techniques, begins with
group members not knowing the exact nature of the problem
◦ This ensures that the solution is not clouded by preconceived ideas and behavioral patterns
◦ The entrepreneur starts by mentioning a general concept associated with the problem
◦ The group responds by expressing a number of ideas
◦ Then a concept is developed, followed by related concepts, through guidance by the
entrepreneur
◦ The actual problem is then revealed, enabling the group to make suggestions for
implementation or refinement of the final solution
 Checklist Method
◦ In the checklist method, a new idea is developed through a list of related issues or suggestions
◦ The entrepreneur can use the list of questions or statements to guide the direction of
developing entirely new ideas or concentrating on specific “idea” areas
◦ One general checklist is
◦ Adapt? What else is like this? What other ideas does this suggest? Does past offer
parallel? What could I copy? Whom could I emulate?
◦ Modify? New twist? Change meaning, color, motion, odor, form, shape? Other
changes?
◦ Magnify? What to add? More time? Greater frequency? Stronger? Larger? Thicker?
Extra value? Plus ingredient? Duplicate? Multiply? Exaggerate?
◦ Minify? What substitute? Smaller? Condensed? Miniature? Lower? Shorter? Lighter?
Omit? Streamline? Split up? Understated?
 Forced Relationships
◦ The process of forcing relationships among some product combinations
◦ It is a technique that asks questions about objects or ideas in an effort to develop a new idea
◦ The new combination and eventual concept is developed through a five-step process
◦ Isolate the elements of the problem.
◦ Find the relationships between these elements
◦ Record the relationships in an orderly form
◦ Analyze the resulting relationships to find ideas or patterns
◦ Develop new ideas from these patterns
 Collective Notebook Method
◦ A small notebook that easily fits in a pocket—containing a statement of the problem, blank
pages, and any pertinent background data—is distributed
◦ Participants consider the problem and its possible solutions, recording ideas at least
once, but preferably three times, a day
◦ At the end of a week, a list of the best ideas is developed, along with any suggestions
◦ The summary becomes the topic of a final creative focus group discussion by the group
participants
 Attribute Listing
◦ Attribute listing is an idea-finding technique that has the entrepreneur list the attributes of an
item or problem and then look at each from a variety of viewpoints
◦ Developing a new idea by looking at the positives and negatives
◦ Through this process, originally unrelated objects can be brought together to form a new
combination and possibly a new product/service that better satisfies a need
 Big-Dream Approach
◦ Developing a new idea by thinking without constraints
◦ Every possibility should be recorded and investigated without considering any negatives
involved or the resources required
◦ Ideas should be conceptualized without any constraints until an idea is developed into a
workable form
 Parameter Analysis
◦ A final method for developing a new idea—parameter analysis—involves two aspects:
parameter identification and creative synthesis
◦ Parameter identification involves analyzing variables in the situation to determine their
relative importance
◦ These variables become the focus of the investigation, with other variables being set aside
◦ After the primary issues have been identified, the relationships between parameters that
describe the underlying issues are examined
◦ Through an evaluation of the parameters and relationships, one or more solutions are
developed; this solution development is called creative synthesis