How to use Design Thinking and Lean Startup Techniques to Create Ideas - Ideation and Innovation | Inge De Dreu | Skillshare

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How to use Design Thinking and Lean Startup Techniques to Create Ideas - Ideation and Innovation

teacher avatar Inge De Dreu, Playground for Entrepreneurs

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

9 Lessons (53m)
    • 1. Introduction

    • 2. How to choose a theme for your project

    • 3. Pivoting and mindset of an (internal or external) entrepreneur

    • 4. Forming an entrepreneurial team

    • 5. Intelectual Property for Entrepreneurs

    • 6. Planning for the long term

    • 7. Brainstorming

    • 8. Divergent Techniques

    • 9. Convergent Techniques

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About This Class

Have you ever felt a lack of inspiration, feeling that your entrepreneurial idea is stuck, or you need to come up with new ideas and things just didn't seem to work? 

This is a practical course about ideation and innovation, aimed at entrepreneurs. It will help you generate, improve upon and enrich your current ideas. Instead of having just one idea, you will now have a range of complementary ideas that you could use to explore and benefit from opportunities out there. You will also have a clue about the "ingredients" that make a startup. 

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Inge De Dreu

Playground for Entrepreneurs


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1. Introduction: welcome to the course of your first steps to be an entrepreneur. A complete guide. So what we will do in this course is we will talk about validation. We will talk about business models. We will talk about markets, but most of all, you will learn how to get to a knee Nava tive differentiated business model in the market that you want to operate in now the market is very important because we know that most business fail not because of lack of products, but because lack off customers and the business without customers in the end is no business . So, for example, the Appstore six out of seven applications that were created and uploaded turns out, have never been downloaded. So some somebody created an application, putting a lot of work to create this and upload these and nobody's ever downloaded or used it. So it's very important to to take a good look at your business model, to take a good look at the opportunities for innovation and to create something differentiated from there and something scalable from there. So this course is no quick fix. This is not about how to be a millionaire within Sundays or something like that. This course is about creating a sustainable and and scalable business model, and it takes time and it takes work and it takes a lot of validation. But it's very exciting. I come promise you that. So use this course post both as a guide and a tool box. This this guide you can I would I recommend you to take a look at all the videos and all the materials, and then later on, when you're validating your business model, you can take a look back at the relevant videos, irrelevant materials and work every time on a better business model and a more scalable and innovative business model. 2. How to choose a theme for your project: So this might be something that you have passed through already. You might have very clear what your startup or what your initiative is going to be about, but maybe also want to start from scratch. So if you want to start from scratch, then choose a theme Jews, something that you would I like to work on in your initiative in your startup and choose it upon what you are really passionate about or what you really good at, right? It could also be something that you see that's going to work out in the market. But the important thing is that you know something about it and that you really love it, that you really like to do this. This is going to be something on the long run. So you really need to be sure that this is going to be what you want to do for a tely sta couple of years, because that's what it takes to make an initiative to make a project really work. So if you have a team, please make sure that you have a subject matter expert on your on your team as well, because subject matter experts make a lot of difference in the validation and in the way you You construct your business model because they have a lot of knowledge. They know a lot about the markets. Maybe they worked in it for, like, a few years, and that's all knowledge that you can use, right? And you know something about what? But you're about to do. That's really important to chart start choosing a thing for your business. An example. I was coaching a team that they started out. They started out in a program that was quite intense, and they started out with an idea about how to make a software an administrative software for Jim's, right? So these guys, there were two guys and they were trying to figure out how to improve administration for James. Now the market that there were operating in was basically divided in two big market segments, so there were big kind of dignified gyms that had a lot of software, administrative software, customer relations, relations software. They kept track of the results like the sports results off their clients, and they basically had most of their self toward tailor made and they were really happy with what they had so that they were just a different market segment and the other market segment. Waas Small neighborhood Jim's who were doing a lot of things manually. So they just wrote everything down, right? Damon's customer, customer data. They kind of wrote everything down, and maybe they would have an excel, but they wouldn't really go beyond that because they didn't see a need for it, right? So they were, like, kind of low profile Jim's on. And very soon these guys started to validate with these Judge James and very soon that they noticed that it wouldn't work for them because they were happy doing things manually, right? They had their excel sheets and they were happy doing things as they were doing, and they didn't. They weren't willing to go anywhere beyond that. So didn't invalidate it. Basically, both market segments, right? So they had to change, and these guys as the worrying quite a high temple program, they started to think well, we need money, right? Startups need money. So where do we go for money? Well, let's go to moles, right? People spend money and moles, right? They spend money all the time. Let's go there and make some sort of software, some sort of application for moles. Now these guys lived outside the city and they had They had actually never entered a mole anyway, right? So they didn't know anything about bulls. They didn't like Mel's. They just didn't know anything about it or or weren't passionate about their ideas. But they were trying to make something work there. Right off course. That wasn't going to work, either, because they didn't know anything about it. They weren't really motivated for it. So in a mentoring session we started to explore what they were really passionate about, what they were really trying to do with their lives. Just until one of these guys said no, What I'm really passionate about is my dogs, right? And it turned out he rescue dogs from the streets. He had, like 10 dogs living in Hiss in his home, and he kind of organized the dogs and he took them to the vets and he fixed them all up and he would try to find new owners for them crack. And that's that's what he was really passionate about any new. A lot of people about that we're doing the same thing as well. And he even had made a software for the administration off his whole dog businesses, old dog organization. So with this soft word that would be actually the start because he was so passionate about this, that he could very easily scale it to other people, for for other people to benefit from nets and to help. Well, a lot of people in a lot of dogs in the end. So they favor that they changed their whole business model towards this towards this dog organizations that rescue dogs. And that way they were motivated again and they could start to work again. So when you choose your theme, please make sure that you're really passionate about about it. And please make sure that you know something about it already, because that will give you a very big advantage Indian over anything else. 3. Pivoting and mindset of an (internal or external) entrepreneur: So let's talk a little bit more about this pivoting, right? What's pivoted Bibring? Riveting is when you start to change your business model. So if you first sketched out your business model as you expected it to be and then drew validation, you start to make changes. Pride, because some things didn't turn out what you expected them to be. Or you found bigger opportunities or something else happened that well urged a meat for for a change of business model. So don't fall in love with your ideas right and fall in love with your markets. You may find a group of people that has a very particular need and try to construct a product for them. But don't fall in love with your ideas because there's a lot of changes that you need to make from the start from the very start from the first idea that you have until something a business model that's really working in the market. So be open to change right because you might find bigger opportunities. You might sign that what you were thinking isn't going toe work in this market, so it's very important to to be open. Write something else is allowed smart people to collaborate and inviting to collaborate, which maybe, as your partners maybe is your mentors. But try to get a lot of opinions around you. Be there. Careful about just one opinion from one person was in the end. The market is determines What's right if you're selling, it's working for the market, that's what what's going to be right for your business model. But smart people can really help you reflect upon this, so be open to change and be open to smart people around. So let's take another example. I was once mentoring this thing that started to make a software for menu occurs, delivered at home ID. So women having their nails done deliver to your home, right? They live in a big city. They were operating in a big city, so this would be a quite costly service, right, because we need to move the many creased from wherever she is to people's homes and provide the service there and then go back to wherever she needs to go right. So what they thought would be their market segments would be rich women, so to say, women who can pay for it right who are at their homes right there. They're housewives, their their homes all the time and they can pay for it. So they started validating with these women and they started to take notice of something. And that's that. These women love to go out right there, spending all their time at home. So they're really happy when you have a reason to go out. So every week they go to their nail salon. They're really happy with their Nilsa sallade. They talk to the people there, they make kind of a plan for, ah, a day or a few hours out of it. And they're really happy with that service. And they're not willing to go and pay more just to, uh, just to receive the service a different weight, right? So they quite invalidated that market segment because thes women weren't willing to first stay in their home and they weren't. They were less willing to pay more for for that service, so they needed to pivot. They needed to change right, because this business model was not going to work right At the same time they started into the interview women off a slightly different profile, and these were professional women. So women who working at an office, who need to look representative for their companies and who have very fixed hours and fixed times for their work. Right. So these women are always in hurry right there. The typical women who try to do three or four things at a time to try to have a professional career. They try to raise a family. Maybe they do sports, they study. They do a lot of things at the same time, and that's what makes that they're in a hurry all the time. And they're very stressed. Hi. So do you really want their nails done? But I don't have time for it, right? So that's where these guys are starting to validate that. It might be very valuable forties women to have a man Eucharist come to their apps rights headed so they don't have to go out. So they don't need to spend any time extra on trying to find a Neil Salam and then trying to have a service, maybe wait for the services well, and they're very happy to pay a little bit more four disservice to come to their office and not having to worry about anything, right, because their lunch time to go to the nail salon and have their service have their have their nails done, and now they don't need to worry about it anymore. And you're very much willing to to pay a little bit extra for debts. So that's the power off pivoting right. You can make a different business model that he's going to work for your customer, and you can be every time more sure about your customer being willing to buy this product. And at the same time you confined advantages, not our advantage. That they found, for example, is that when we send a man ickarus to an office, there's not one women that needs to service. There's a lot of them, right? So that saves a lot of time for the men Eucharist, because now she can just stay there and and provide the service to a lot of women at the same time, which also is more efficient in terms of the time of the man. Eucharist, Right? So pivoting gives you a lot of advantages, so be open to change your business model because maybe things are not as you expect, you might invalidate, right? So what? Whatever you thought was not true in the real world. But also, you might be able to find bigger opportunities out there, and that's very valuable, of course. 4. Forming an entrepreneurial team: So let's talk a little bit more about forming teams. Pride. There's a lot said about forming teams, right. Eso There's the famous Silicon Valley formula, which consists of a hacker, Hosler and an artist, right. And there's a lot of other people who have complimented something like, for example, subject matter experts. And there's a lot being said about how to form a thing, right. You could also, of course, work alone, right? Some people are very much against that because you need to divide tasks and maybe you're not good at everything, right? That's that's not very likely that you goaded everything. So you need somebody to compliment you. Um, for me personally, if you can't find any good partners, then it's better to workload right, because it's better not to have partners and to have partners that you really don't like or who are not doing what they're expected to do or who you don't trust, Right? So be very careful about these decisions because it's almost like marrying somebody, right? You're tied to somebody, and if that's going to work out and you can really complement each other and you have the same goals, that's really valuable. But however, if that's not the case, it's better to work alone and maybe try to find some freelancers or, eventually, employees who can complement what you don't know how to do right. So when you form a team, when you start thinking about finding your partners, please take into account your profile need to be different, but your interest needs to be the same, right? Your goal should be the same. Your ambition should be to say, but your skills, your abilities need to complement each other. So if one of you is very good at producing something right or making software men, somebody else should be the marketing guy, right? Or the marketing girl, right? So, um, compliment your skills, but unify your interests and you goes in your ambition right now. Forming, it seems, is something that's very cultural in my experience. So, uh, please take into you, count your own culture and be very analytic about what you should do, what you shouldn't do if you live in a culture that's very hard on trust on and people don't trust each other, and there's a lot of things happening in in terms of security and you're very worried about somebody stealing your ideas or stealing. Maybe even more than be very careful about who you let in, right? So sometimes you see a lot of people who choose their partners from their family, right? So in markets in in countries that where trust is something that's not very common, this might be a solution. But of course, there's good sides and bad sides on that writes. The good side is that it's family, and you can probably trust them. You know how they work. You know where to find them, and that's that's something that might work out very well. But be very careful if this person doesn't have a skill that complementary to yours, that you need for your start up and be very careful about them having the same ambitions than you have, right? Because otherwise they might. They might take advantage of the situation and maybe not respondents, there's post, so choose your partners very well. Choose your partners very wise, because this is something that is going to be there for, ah, long time, and you really want to trust them and be able to work with them and be very complimentary on your team. Okay, Now, once you have your team, how do you work together? Right? Usually it works to be physically together, right? Sometimes you can manage things through Skype. Maybe somebody needs to travel or somebody's in in another country. You can do that virtually. But physically, in my experience is very. It's very important to have that contact in orderto organize your work right. Be very clear about expectations. So expect everybody to contribute. Make very clear goals very clear expectations from everybody. And be sure about doing follow up as well on that, right? So sometimes it works to have scrum like sprints, short term goals, maybe a week, maybe two weeks, and to work toward these goals and to really keep track off how you're doing and why you're doing what you're doing and how things are going right. This is very, very important to be organized. Try to avoid too much fuzzy meeting time, right? Don't lose yourself into two large meetings, but try to focus and try to work a gold based and very much on expectations and very organized, expecting everybody to contribute 5. Intelectual Property for Entrepreneurs: so many, especially first time entrepreneurs are worried about their and he's being stolen. Now it's very important to realize that ideas are free and ideas can go from one person to another person. Maybe team members can come in and go out. It's not very probable, actually, that you're the first person to have this idea. So it's all about the process, and it's all about implementation. So the very first idea that you have is going to be very different to the The final idea that you're going to implement and the road between those two ideas is the important part because that's what's what the implementation is going to be all about. And that's your learning process. And the more you learn about your idea, they're more chances of having success in a market. So the risk of not sharing your idea is actually bigger. Then they risk of sharing your idea and having it stolen, because you need people to give you feedback right? This is the whole validation process. You need feedback from market experts, you need feedback from potential customers, and that's what's going to make it valuable. So share your idea, and if you're worried about your idea being stolen just because it's very original, because it's very it's going to make you a lot of money, then share what you do and don't share how you do it right. That's a very important clue, because then you can allow people to give you feedback right if this is going to work for your potential customers without giving away all the secrets that you have. So that's how you get to the final idea that you're going to implement, which is the valuable part. Now, if you have an invention, or if you have a process that you can pinpoint and that you can work out, then you might want to explore the part of the patents, right. But first you need to to make sure that it's going to work in a market, because then you can monetize um on that later. So this process, from the start to the implementation is validation. Process is going to be what makes the difference right. This is going to create value in the market, and that value is going to be essential to your business. And that's not so much copier. So share your ideas share what you do, not so much how you do it. And that way you can get seat back and you can get it to work in a market. 6. Planning for the long term: so one last thing before we start talking about validation before we start talking about brainstorming about business models and it is about ambition. So make sure that you are very clear about your ambition about your goals with this project , with his idea and make sure you're aligned is a team that you agree upon, what's what your mission is, what your goal should be and that you're all going in the same direction because this coherence is going to create the success or make the chance of success in the market a lot bigger, right? So setting on certain goals because this is going to be something for the long term. This is going to be something that's going to take a while, right? So business models validation. You can make sure that what whatever is not working, you feel fast rights, you learn, and you change your business model, a plan, your ambition and your direction for the long term, because this is going to take a lot. Maybe you need to organize things in your personal lives just so that you have time. And did you have energy for this project? Maybe you need to organize a structure you team, right. But make sure that you have everything organized just for you to be able to dedicate the time and the energy that you want to put into it. Because the more you put into it, the more you can get out of this. Well, so one exercise that I would like you to do right now is to make a purpose statement. You can make a purpose statement for yourself. You can do that right now, and you can define what your purpose is. Maybe for this project, maybe for the rest of your life as well. And then you can join your team. And you can, uh, do do the same thing with the other people so they can make their personal purpose statement. And you can create a purpose statement for your start up for your initiative together just to make sure that you're going in the right direction. One thing just 11 way to think about it is on the long term in 10 years. Where would I like to be what Buddha like to do with my life, right. If it's about your personal life, you can do it even longer you could do it. Maybe thinking about once. One day you will wake up and you're 80 years old, right? And your grandchildren come to visit you and they're going to ask what you did with your life. What was your purpose? What did you do actually when you were younger? So what are you going to tell them? Right, in terms of this project, but also in terms of your whole life. That's a very good, reflective exercise that could help you a lot to make things clear. First for yourself and then for your team as well, so that you're aligned and you have a coherence and you're going all in the same direction . 7. Brainstorming: So after talking about some general aspect of entrepreneurship now, let's talk a little bit about creativity and innovation and especially brainstorming, because brainstorming will give you your ideas to complement your initial or your general idea. And it will definitely help you in the way you formulate your business model. So it's very important to make this a habit. It's very important to practice this because your brain is like a muscle. The more you practice it, the better you get at it. So now there's some people who just se day, let it flow. They let floater creativity. But there are actually some best breakfast is around brainstorming and some techniques that you can apply to get better at it and to get more original and more quantity of ideas, which is what you need for your business model and for your start up. So let's take a look at some best breakfasts is first, give you brain a challenge. Your brain really likes a challenge, so take good care off the way that you formulate your your problem, or or the question that you're going to answer with the brainstorming session. A pay attention with the way your formulated and make it very much a challenge for your brain. How you do this and questions in this sense might be more interesting than answers. So you may want to formulate your general challenge your general problem in a very interesting way or formulate complementary questions. For example, I was once mentoring a ah, a team that was doing an application for the church, and they were validating with priests. And they try to make a new application for priests in order to be able to communicate continually with their community to make it very accessible for that communicates for their community community to communicate with them. So one of the questions that we asked Waas, if you would like to talk to God, if you would make an application to talk to God, how would you actually do that? So that's not not a very realistic question, but it is a very inspiring question. So maybe it's an impossible thing to do. But still thinking about it might get you to more interesting ideas. So sometimes it's It's better to use like, ah, very inspiring, but maybe an impossible means to get to better answers than to be realistic from the start . Now this is about ideas. This is not about desires. So what's the difference when you do a brainstorming session and it's very important to get to concrete ideas? So, um, I want this thing to be blue or I want this thing to be green or I want this food to consist only of vegetables. Or I want this food to have 100 calories and nothing else, nothing more so. It's very important to to be very specific and not to turn to desires. Desires are very tempting. Usually people come up with things like I wanted to have a very design. I wanted to look beautiful. I wanted Teoh Teoh be very usable, right? These are desires. How do you notice a difference? Desire is not very specific, and it's very easy to re wit. So if you're saying I want this to be green or some people may agree, some people may not agree. But if you say I want is to look beautiful while everybody is going to re with that and desires are not helping you further long, that's why you should avoid it, because it's not very constructive. Of course, everybody wants their product to look beautiful. But still, that's that's not very helpful in the process to get to concrete ideas that you're able to Teoh make riel. Now, when you do a brainstorming session, think about the people that you invite and think about diversity. So it's very important to get to different points of view, to have a very diverse group. Ah, in a sense of gender, in a sense of background, different points of view may be different professions, different ages, different kinds of people who can contribute different, different ideas. So that's the way you really can enrich a process like that. If everybody thinks kind of the same, then ever done they? The ideas are going to be kind of the same as well. So try to get a very, very diverse groups group. Maybe you would want to a invite some some potential customers as well to have a kind of go creation process. But at least make sure there's very different people helping you to get two more ideas and to get to a better ideas. Now, the more you know about the context and the more you investigate about what's going on in your market, the the better your ideas will be as well. So try to investigate and try to get as much as you can. Information about the context that's that's going on now. Usually, brainstorming is a very social process, so make it a habit and make it a social social process and make it a habit within the team or within the company that you're working at. So, um, off course it's very different, very important to think about. Diverse people may have different preferences as well to, ah, to be creative. Some people might be very introvert, so you need to get them to participate, and you need to make sure they feel comfortable to actually participating with their ideas . And they're not too much insecure. Other people might want to be the center of attention and might be more extroverts. Try to take into account these different preferences off the personality of people and try to stimulate everybody at their own at their own level. So this process of brainstorming is first going to be divergent and then going to be convergent. So what is divergent? First you want to open up so you have a challenge, make sure that everybody in your group knows what the challenge or the problem is that you're going to solve, and then you're going to invent as many ideas as you can. Now this may be 50 ideas, but it also may be 100 ideas, So there's different techniques that were going to talk about a little bit later on. But first, try to open up, try to get two more ideas and try to get to better ideas that way and more original ideas, so make it bigger. And then once you have these many ideas, then there's their stand for convergent face. So convergence is about making it smaller again. So you have 100 ideas, Let's say and and now you try to get to one that you're actually going to implement. So first you need to enrich your ideas, and also you need to select your ideas so there might be, ah, a selection with the group, and there might be a combining of ideas and different processes to get to to a better idea that you're actually going to implement. So that's that's the convergent face now brainstorming. You could get some inspiration. As a said, that context an investigation is very, very important because then you can see what's going on in your own industry, but also in other industries. So there's some trend watching and some cool hunting sides that you might want to check out . You can find them in the resource section spa. Bring wise is one idea D. J is not a one. And there's different, different trend watching sides that you might want to take a look at because they have, ah, really good material on what's going on in the world and how to get to to better ideas into see what's what's happening on other on the other side of the off the world. 8. Divergent Techniques: so first divergence. This is about getting as many ideas as possible, and especially you want to push it a little bit because the more ideas you get, usually the better, or the more original the ideas will be. The first ideas are always the obvious ones, but therefore you need to push a little bit beyond the obvious. And then you get two more original ideas in. These might just be the difference in the market that you need. So die virgins, in that sense, is very important. So some rules for brainstorming for the diverge in face of brainstorming be open to new ideas. It seems obvious, but it's very important to be open to ideas of everybody not to judge and especially the crazy ideas, because they might adapt later to reality. Or they might be very inspirational to people. So pay special attention to the crazy ideas, make sure that everybody contributes. So when you're in a group, and especially when you're in a very diverse group and make sure that everybody contributes because there's usually people who like to be more the center of attention and other people who might be more reserved or quiet But usually these people have very interesting ideas. They may just have a little low self esteem or don't really want to participate necessarily . And in conversations in groups, Ah already might feel a little bit uncomfortable. Try to make them feel comfortable and try to make sure that these people also contribute because they might have very interesting points of view and interesting ideas. So this is best done as a social activity. And again, it's very important not to judge ideas, nor people actually to make sure everybody feels comfortable sharing what they think and as many ideas as they can come contribute. Make sure you ask the right questions. It make sure you start with the challenge. Get everybody up to date about the challenge and to to make sure that everybody knows all the information. That's that's around all the investigation that you've done. Now there's some techniques in order to stimulate a little bit, this process off brainstorming and to get two more ideas and more original ideas. So the 1st 1 is brain writing. Blame writing is you sit down in a circle with your group, which may be ideally between maybe 4 to 8 or 10 people you might want to check with bigger groups, smaller groups if you if you have less people, Um, and you give everybody a sheet a sheet of paper, so you sit in a circle and you make everybody right down there first idea on the sheet that they were given. And then, after writing the first idea down, just one idea. Nuts, not more. Okay, everybody passes the paper to the neighbor. Let's say on the right. So everybody gives away a sheet. Everybody receives a sheet as you sit in a circle, and this sheet that you receive has one idea written on it already. So you read the idea that's written on it, and you write another idea below, which might be your own idea. Or it might be an idea based on the first idea that you just read on a sheet of paper. So, uh, this way the papers will have to ideas return on them. Then you do the same thing you posit to the neighbor on your right, and as you passed the paper to to your neighbor, your also receive another paper with your ideas on it. So again, you're right down your own idea below the two ideas that are already written on the sheet. And this way you continue with this process, and this way you get lists off ideas. So this is very effective in having everybody participate. And it's very effective in creating, grating, very fast, a lot of ideas, a lot of different ideas. You could also work with metaphors, right? So this business is going to be like a school, right? So there's masters are teachers who know a lot, and there's also students who need to learn, right. So, having a comparison with the school, what else could we learn from the school that we might apply to the organization that we're going to work in or the idea that we're going to work on This is a metaphor. So it's something sim symbolic for ah, for whatever you creating for the idea that you that you have, what a problem that you have and this gets you two more ideas. So if it's working like a school, well, maybe the school should have Jude Er's right. So, Tudors, how do we get them? How do we educate, educate them or select them. Ah, and this might be metaphorically, a pliable to applicable to to your organization or your business that you are starting. That's the way a metaphor works. So then there's questions. So, apart from the question of the challenge, you could also think about questions that generate emotion or generate excitement. M, for example, the question that I mentioned. How would I create an application to talk to God? You might also want to think about the top 10 or the top five most exciting ideas or best ideas or most crazy ideas to do something. You might include an impossible or an almost impossible, like the application how to talk to God. Ah, there was another, another team that I was mentoring. They were working with victims and they and their survivors. And one of the questions they had was how do you survive that person? So, uh, off course, we're not able to actually revive them. But you might be able to attend the survivors away that they feel that they're really seen in their pain and in their their suffering for the loss of this person. And that might keep the memory alive. Right? So it's not about reality, necessarily if you create an impossible or an almost impossible, but it's more about the inspiration. How can we really do this job the best we can? And then there's another technique. What would somebody else do now? You might, ah, want to choose somebody very business, like So what would Steve Jobs do, Right? Steve Jobs Might Improve Design Steve Jobs might rethink everything Steve Jobs might be taking other strategic, more risky decisions. But you could also think about somebody outside of your business outside of your your industry, for example, a nectar or a politician. Ah, what would Morgan Freeman do? What would Nelson Mandela do? Organdy do eso. This might lead to different points, a few that might be very useful in the process of your ah, of your or for me off. You're formulating your business model. 9. Convergent Techniques: So now that you have a lot of ideas, maybe you have 50 ideas or 100 ideas. You want to close down the process a little bit to get to one idea, or maybe a few ideas that you could prototype and that you could actually work with. So this is a reality check ins. Well, this is something about judging ideas. You start judging here, and it's about what would be the best option for us to go for. So, um, this is first about enriching your ideas. You might be able to combine them. You might be able to enrich gin, and they might complement each other. And after that, it's about selecting. So first about Ulta. My zing. Combining ideas is very powerful concept. It's really about How can I get to one idea that's more viable? That's more complete than the different ideas that that I have already. And there's also another technique which is quite famous. It's the Bono's thinking hats that might also be very helpful in this situation off convergence. So the Bono's thinking's thinking heads are six hats, which represent six different ways of thinking and these different ways of thinking might be able to, uh, check your idea, check if it's valid and also enrich the parts that need to be enriched. So first there's white hat thinking This is objective thinking. So it's rational thinking. It's It's about reason and thinking about maybe the good sides or the bad sides, but it's very much about about reason. Then there's black thinking, which is negative thing. So you're playing that that the devil's advocate, you're thinking about everything that possibly could go wrong. And if that happens, what would be the most secure option? What would be the best option if everything goes wrong now? Yellow had thinking is the opposite. This is positive thinking, so it's thinking about possibilities and everything that might just work. That might just be a possibility. That might just be something that that works in a market and makes a difference. So that's yellow had thinking. Now there's Red had thinking, which is about emotions, emotions. Ah, what do you think? How exciting are your ideas? What kind of emotions do do the ideas that you have generates for you and what would be emotionally the best option that that you see, there's green had thinking, which is about creativity? How could we be more creative? What's the best, extraordinary, most creative, most exciting idea and most original idea? And then there's Blue had thinking So Blue had thinking is is thinking about thinking, actually, So how should we think in this case is important to be very critical? Or is it important to think about the upsides and about everything that might just work in my just ah, be very risky but very exciting as well? Or is it about security? And are we actually in a situation that we need more, more security and and we need something that's that we can be sure. So thinking in these different senses gives you different perspectives about your ideas. Which one to choose, of course, but also how to complement. So if something is not complying to, for example, security or to, uh, positive thinking about about the market and opportunities, then how could we make it better in that sense? So one way to do this is to give each person a different task. Different hat. So one person is in charge of the white hats and the other in charge of the black hats and so on. Uh, or you might just want to pick different moments. And first we're all going to think about White Hat, and then we're all going to think about a black hat and so on. So there's different ways of applying this, and it really helps Do toe end. Richer's your idea. So tenders also selection because we need to get to a closure of this process. So selecting ideas just to be able to prototype something or to buy, let something or to just started out with with some of the ideas that that you have been working on. Now there's different methods of selecting off course. You could set up criteria so, for example, is very important for us to be very sure. So security is very important or it's very important to have a very low budget, but we don't have a lot of money, so we need a very low budget solution or we need something that really makes a difference in the market because we have very strong competition. So we need to make a difference, and that's very important to us. So you can set up criteria and you can uh, maybe give them percentages and give them points on everything in the best option wins. You could also, in a little bit more creative way, right, the ideas that are to be selected, each on a different sheet and everybody vote with points that they have. So let's say everybody has five points so they can divide them over the ideas, just as they as they like. Maybe they would want to give older Fife points to one idea, particularly, but they might also divide them over five ideas that they like most. Or you could just try to get Teoh a new agreement on the most exciting idea, for example, if that's very important to you. So there's different ways of actually selecting your ideas, which is very important. You might want to get these enriched in more complemented the day ideas Teoh to a point where you can pilot them or you can prototype him