Idea Generation ◾ 63
ask yourself the question, what is the chain of buyers in your industry?
Which buyer group does your industry typically focus on? If you shift the
buyer group, can new value be unlocked? Use the buyer chain grid to help
you find the best buyer group so you can unlock new opportunities.
Looking to Complementary Product and Service Offerings
Our fourth concept in the exploration of new ideas is to look for and create
the total solution. By finding those complementary products and services
that may deter or prevent the use of your product, or by modifying a prod-
uct, companies can unlock new opportunities. In most cases, products and
services are affected by various situations that are never considered. Many
times, companie ...