Wouldn't it be nice to be able to schedule creativity and come up with marketable ideas on a regular basis?
I just finished listening to a podcast about how to become someone who has killer ideas on a regular basis. It didn't excite me because I didn't agree with one of its major assumptions:
The podcaster quoted a recent study by the Product Development and Management Association that said it takes 11 ideas to come up with 1 idea that will be a commercial success.
So, the podcaster built on that number and somehow came up with the estimate that 110 concepts turn into 11 qualified ideas. Then, of those 11 ideas, 3 or 4 will be good enough to go into development, which will turn into one successful product per calendar year.
And there you have it:
If you can think of 110 concepts a year, you'll be well on your way to creating the next iPod, or Starbucks or Wii.
I'm not sure I agree with that. Creativity and innovation is a very unpredictable process--and it cannot be broken down into a simple mathematical equation such as x Concepts = y Commercial Successes.
What does make sense:
Thinking of many concepts/ideas will increase the likelihood of coming up with killer ideas.
What doesn't make sense:
Assuming that if someone has 110 concepts that lead to 11 ideas that meet high standards, then they can expect one commercial success.
The fact is, not all ideas are created equal. Even though the Product Development and Management Association reports that there is an average of one commercially-successful idea per 11 ideas, this isn't a guarantee. Nor can a company or a person launch a killer innovation every year just by coming up with 110 idea concepts. It might take them 500, or they could do it in 5 concepts.
If only 110 concepts guaranteed a successful product, I'd make a numbered list right now and start writing down everything!
Great post and a good conclusion.
Ideas are numerous but it takes creativity and passion to come to solutions.
Posted by: Pieter Ardinois | June 25, 2007 at 09:13 AM