Too much emphasis is often placed on the screening and testing of ad hoc ideas rather than recognising the need for a process of producing new workable, quality ideas. Even where creative thinking is in place there is a tendency to rely on ‘safe’ methods and techniques. This programme will explore the principles of the creative process and show participants how to develop ways of producing new and innovative ideas within an ongoing development programme.

Objectives:

• Understand the way we think and be able to capitalise on that knowledge to structure an individual approach to creative thinking
• Establish the market framework for the production of effective and relevant ideas
• Know the range of internal and external sources to use as the basis for foundation concepts
• Develop and link foundation concepts to produce new ideas
• Use a wide range of creative thinking techniques to suit the objectives of the development programme
• Apply these techniques to in-company, consumer and qualitative exercises.

Content:

• The five stage process of creating new ideas and overcoming the perceptual blocks that occur in it
• Developing grids, factor analysis and mapping to identify opportunities
• Expanding product criteria and attributes, using morphological analysis and developing internal and external sources
• Applying a range of sixty idea generation techniques to new product development
• Combining lateral thinking skills with other techniques for a more questioned approach
• Recognising the principles of brain storming and using them as an effective creative tool. Within that context using synectics as a team approach to problem solving
• Selecting suitable techniques and plans and evaluating the processes and principles involved against the quality of results

Training Methods

All training will be on an interactive basis to establish individuals’ needs and every element will be supported by related exercises. Participants will be asked to bring examples of problems and product sectors to use in problem solving exercises.