October 2012
Intermediate to advanced
432 pages
9h 14m
English
book
The Innovator's Toolkit: 50+ Techniques for Predictable and Sustainable Organic Growth, 2nd Edition
by David Silverstein, Philip Samuel, Neil DeCarlo
Content preview from The Innovator's Toolkit: 50+ Techniques for Predictable and Sustainable Organic Growth, 2nd Edition
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Technique 40
Pugh Matrix
Evaluate all your design concepts to create the invincible solution.
A Pugh matrix assists in evaluating multiple ideas or design concepts against each other in relation to a baseline, or datum. For example, an innovation team might have many ideas about how to whiten teeth using new technologies. Then, based on this idea, the team might generate several specific design concepts for possible commercialization. The Pugh matrix can help refine these ideas and/or concepts, and even facilitate the creation of more invincible hybridized ideas or concepts.
Use the Pugh matrix when you need to evaluate ideas against a set of criteria related to solution-neutral Outcome Expectations (see Technique 3), or when you need to evaluate design concepts against solution-specific Functional Requirements (see Technique 33). The Pugh matrix is a form of risk management: rather than prioritizing based on gut feel, rule out alternatives and formulate superior ideas or design concepts in a more structured, objective, and revealing way.
The Pugh matrix and the concept of controlled convergence were invented by Dr. Stuart Pugh at the University of Strathclyde in Glasgow, Scotland. The basic idea behind the matrix is to discourage opinions and promote objectivity through the systematic elimination of inferior concepts and the elevation of superior concepts.
Steps
Scenario: RayRay's House of Hair has developed several competing design concepts for an automatic hair-washing ...
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