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Social 'Ideation' Does Not Equal Innovation
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David F. Carr
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David F. Carr,
User Rank: Author
7/12/2013 | 4:44:27 PM
re: Social 'Ideation' Does Not Equal Innovation
I love the idea of "Design Fictions." Isn't that basically what a use case is supposed to be? Is the distinction that it's more detailed, maybe more imagination involved?
TheDougStone
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TheDougStone,
User Rank: Apprentice
6/26/2013 | 2:32:39 PM
re: Social 'Ideation' Does Not Equal Innovation
Ideas can come from anywhere to support a company's
innovation management efforts. The ability to de-risk the idea is often more
complex then people realize and software alone can not accomplish it.

In addition to the issues that you raise in the article, the ability to
articulate an idea and tell its story is a weak point of most software based
idea generation approaches.

The point Krebs makes about the political skill of the idea owner is something
that can be watched and actively balanced with Lightman's point about
mashing up teams.

Once an idea reaches a threshold of popularity some small budget should be
available to support it with new team members with storytelling skill sets.
There is a technique called "Design Fictions" that is basically a
story (video or comic) about how the idea will fit into the regular lives of
the consumer in the future. When ideas are paired with a prototyping technique
like this you can short circuit political might.

The classic example is Motorola's Iridium phone. The founding company went into
Chapter 11 bankruptcy nine months after launching. The handsets could not
operate as promoted until the entire constellation of satellites was in place,
requiring a massive initial capital cost running into the billions of dollars.
The cost of service was prohibitive for many users, reception indoors was
difficult and the bulkiness and expense of the hand held devices when compared
to terrestrial cellular mobile phones discouraged adoption among potential users.

A simple design fiction story that realistically placed the
idea of the phone in context of the customer would have short-circuited the
political might that kept funding the idea development process to the tune of
$6 billion.

The story that the executives funding the project were telling themselves clearly did not match the reality of the consumer need.


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