Chapter 6
Idea Meets World
Navigating The Road from Good Idea to Successful Innovation
In the world of innovation, we know that ideas and concepts are very different. Think of an idea as the skeleton and a concept as a fully fleshed-out entity. Thus, as a facilitating leader, you're going to need to be creative about how you and your team flesh out an idea to turn it into a concept. In the world of new products, this means identifying or creating the product's unique benefits, positioning, name, package, product form, and ingredients. You can do this in an ideation session, and thanks to a request from a client, I've figured out a way to make it fun, too.
Turning Ideas Into Concepts: The Billboard Technique
I wasn't completely surprised when ...
