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Hogeschool van Amsterdam Interactieve Media
Creative product development
Hoorcollege marketing blok 2 week 3
Hogeschool van Amsterdam Interactieve Media
Learning goals
By the end of the colleges and reading you should:
Understand why new product development is important to organizations
Know the stages of a NPD process Understand some of the barriers to creative thinking Be aware of some of the tools available to help creative
thinking
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Agenda
Why is NPD important to organizations
The NPD process
Creativity and NPD
Barriers to creativity
Summary
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Why is NPD important to organizations?
Hogeschool van Amsterdam Interactieve Media
1. The marketing environment creates pressure to innovate
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2. Products have a limited life(A “product lifecycle”)
The “classic” product lifecycle
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So new products maintain sales and profit
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So NPD is the lifeblood of most organizations
It helps maintains profitability
It allows them to stay at least one step ahead of their competitors
It ensures customer needs are being met
And it is often part of their image
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Successful new product development is usually based on a process
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Creativity essential to NPD
To develop remarkable products organizations must… Generate remarkable ideas
and Capture these ideas
This requires creativity
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One view of creativity and the barriers to achieving it
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What is creativity?
One definition of creativity might be that it is: the ability to think of original solutions to problems
Creativity involves creating new ideas by associating existing ideas in new ways to generate alternatives
The advantage of this definition is that creativity is not about being an “artist” You can be a creative marketer, programmer, parent or
accountant
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Barriers to creativity
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The creative process
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What’s the problem?
Creativity is a process that involves Understanding the problem - Problem definition Generating possible solutions - Divergent thinking Selecting the best solutions - Convergent (convergerend)
thinking
We are all able to do this, however, we make assumptions and have habits of thought that prevent us from doing so These assumptions and habits can be broken into 8 issues
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8 barriers to creativity
1. I am not creative
2. Creativity is all about inspiration
3. I cannot generate good ideas
4. I already know the problem
5. I already know the solution (or know how to work it out)
6. We live in the real world
7. I am an expert
8. Focus on what is
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1. I am not creative
Negative thinking Often reinforced at school (especially if you are not
“artistic”)
Creativity is not about painting or drawing it is about thinking and associating existing ideas to create new ones If you dream, solve problems or have ambitions, then you
are creative
Lose the negative thinking Say to yourself “I am creative”, then relax and let the ideas
flow
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2. The “romantic notion”: Creativity is all about inspiration
Creativity can come from inspiration, but in reality this is rare
Being creative involves Practice Enjoyment and having a sense of fun Using tools to help the process Having the willingness to try and daring to fail
"Genius is one per cent inspiration and ninety-nine per cent perspiration. Accordingly, a 'genius' is often merely a talented person who has done
all of his or her homework.”
Thomas A. Edison (attributed)
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3. Most of my ideas are rubbish
Again negative thinking
Creativity is a process and an important stage is generating lots of ideas
Most of these will be rubbish, but if you work at it a few of them will have the potential to be good
The moral here is don’t give up Even geniuses have bad ideas
“God does not play dice” Albert Einstein Edison’s wax phonograph
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4. I know the problem
This is a barrier to creativity because it stops you thinking about what the real problem is You make assumptions about what the problem is
Sometimes it is important to redefine the problem PIN automaats were introduced by banks as a result of
surveys that showed that customers wanted banks to open longer hours and in weekends
The banks worked out the cost and realized this wasn’t worth it
Someone then redefined the problem from “how can we stay open longer and still make a profit” to “why do our customers want us to stay open longer”
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Example
A donkey is tied to a rope 2m long, there is food 3m away. How can the donkey get to the food without biting through or untying the rope?
A man in a black car is driving on a blackened road without street lights, when a black cat walks out in front of him. He still manages to stop the car without hitting the black cat. How is this possible?
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Answers
The rope is only tied to the donkey!
It is day light :-)
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5. I know the answer (or can work it out easily)
Which line is longer?
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Answer
If you have seen this problem before, then you are likely to say they are both the same and they look different because of an optical illusion
In fact the answer here is B (try measuring them) This is in fact a different problem with a different answer
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The problem here is again assumptions
Because you think you know the answer, you do not actually think about other solutions You jump to conclusions, which is an enemy of creativity
When trying to think creatively you should not assume that you know the answer already If you think you do, write it down and then explore other
solutions too
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6. We live in the real world
The Gemeente Amsterdam is planning to open a multimedia tourist attraction As IAM students you have been asked to generate ideas
for this solution Your first task is to think about the opening hours
With the people around you try to think about as many possible opening hours as you can in 2 minutes Aim for at least 6
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What have you got?
How about these? Only if there are at least 20 people in the queue Only if everyone is wearing red Only if half the queue is under 10 years old The first 15 minutes of the hour on Sundays Only on the full moon Only if there is an R in the month If someone in the group is from Brazil Etc.
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The “real world” solution is not necessarily the most creative
The point of the creative process is to generate lots of ideas and then evaluate them Real-world thinking gets in the way of this During divergent thinking there are no bad ideas
You judge them later during the convergent thinking
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7. I’m an expert
Expertise is a very important thing However, in creativity it can get in the way
It can cause you to forget to define the problem It can cause you to jump to conclusions and not do the
divergent thinking
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The Paris Metro map
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
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The London Underground map
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Sometimes an non-expert has better ideas
The London Underground map was designed by Harry Beck an electrical draftsman, not a map-maker He realized that geographical accuracy was not important
when you are underground
Being an expert can sometimes be a problem During idea generation try to forget your expert
assumptions and listen to non-experts, they can have more original ideas.
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8. Focus on what is
Sometimes we focus on what is presented to us We see what is and we miss what things could be
To be creative we have to play with what is and see what it could be “Child-like” play is a useful tool
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What are the next three numbers in this sequence?
1 8 15 22 29
5 12 19
Answer
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Why?
1 8 15 22 29
Mon18
15 22 29
If there were 31 days in this month then the answer is 5 12 19
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Thinking about what could be is essential to creative thinking
When thinking creatively it is important to think about what could be not just what is Child-like play and not judging are important tools
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Guidelines for thinking creatively
1. Go quantity not quality at first
2. When generating ideas do not judge or evaluate them
3. Capture all ideas: write everything down or record them somehow (PCs have microphones and recording software)
4. Have an objective: aim to generate lots of ideas to solve a particular problem
5. Enjoy half answers: sometimes with a bit of time they can be the best - so capture them and then wait for a while
6. Play with ideas and have fun
7. Relax
8. Use creativity tools
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Creative tactics
1. Try to rephrase the problem or issue
2. Look at answers that don’t help and ask why not?
3. Keep asking questions (e.g. what is the real problem, why doesn’t this work, what problems are similar to this?)
4. Look at the problem from another’s perspective (the target customer, your tutor, your father, a doctor, a person driving a car etc.)
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