Idea Generation: The Basics

To make an informed decision, you need options. Alternatives are those options. After weighing the merits of a variety of alternatives, you will be in a better position to make the best decision for a given situation. In the absence of options, people are faced only with a yes-or-no question: Should we do this or not? That’s not much of a choice, and it rarely produces an effective decision.

What you want are alternatives that represent a range of possibilities, even if your team must actively produce them. How are ideas generated?

Consider the example of George, a marketing manager at a consumer products company. George and his team are looking for ways to increase laundry detergent sales in Latin America, ...

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