The PDMA Handbook of New Product Development

17.3. Team Formation

was surprised at how badly we needed the help of outsiders to get our ideas.

—JONI SAHHAR, THE EASTMAN KODAK COMPANY

When you start your focused ideation process, you should be able to look around the room and see:

• Decision makers who own the resources needed to move the charter forward

• Implemented who can advance the ideas through to market (R&D, Marketing, Sales, Finance, Legal and Regulatory, Operations)

• Experts, guests who represent the value chain as well as key technologies

• Diversity (targeted and creative customer representation, noncompetitive product development professionals, experienced idea generators)

A frequent dissatisfaction with the ideation process is the lack of diversity in ideas. This can best be overcome by bringing in external expertise and customer idea generators. It is impossible to predict where the next ingenious idea will come from, but you increase the odds of success when you narrow your focus and broaden your team to include previously uninvolved parts of your value chain:

• There was genuine pleasure in the room as the WaterPik® team saw it's director of engineering lend his substantial expertise to help 11-year-old Noah as they designed his perfect, "Slam Dunk," showerhead. Result of the ideation-two new platform launches: the Down Pour® and the Misting Massage® shower head product lines (Figure 17.1).

  Table 17.1. HOW MANY PEOPLE SHOULD BE AT THE INNOVATION SESSION?

  Ideators: Facilitators	One-Day Yield: Idea Yield Beginning Concepts ...