Product Development (part 2); "Creativity" (English Version)
An innovative way to a new product
Product development, it often starts with an idea, a thought of something new, in the sense of; “Wouldn't it be great if… ..”. How do you deal with this within an organization? This blog is the second in the series and is about creativity in relation to product development.
Product Development, Part 2, “Creativity”.
Creativity, what is that actually? In the dictionary the following description can be read: “Meaning creativity, noun [U]; kriː.eɪˈtɪv.ə.ti (also creativeness); B2 the ability to produce or use original and unusual ideas.” *. This is an essential property in product development. How do you create creative capacity within your organization? I see it as a step-by-step plan that must be in line with the organizational strategy, or better yet the vision. This step-by-step plan helps you to work from very broad to a point.
I sometimes compare it to approaching a plane at an airport. Aviation uses a system “PAPI - Precision Approach Path Indicator” **. At each stage, the system provides an indication of the aircraft position and the standard. At first it is rough and slowly it gets more and more accurate until the plane is on the runway. If we project this example on the process of product development, there are nice comparisons to be made. The creative capacity, creativity, is flight. The management as air traffic control and the team as the crew of the aircraft. The division of tasks is clear; The crew is responsible for the aircraft and air traffic control for safety and organization. The responsibilities and stage of the process are essential. Get a good crew together. A team that complements each other and finds challenges in the different aspects of the product to be developed. So not all pilots, but not all flight attendants either. The route, how do you start it? Try to go from coarse to fine but with progress. One step further to the goal each time. Secure and record the steps. This prevents thinking in circles. I personally find it useful to have some support "during the flight", which is also useful for air traffic control. I roughly divide the flight in the steps below, but feel free to put steps in between or merge them. Please note that it concerns a total product.
Steps in the creative process;
- Brainstorm sessions; Collecting ideas, combining them and collecting new ideas again.
- Wrap-up sessions; Secure ideas and develop relevant parts to subsequently serve as input for the brainstorming sessions.
- Model sessions; After sufficient Brainstorm sessions and Wrap-up sessions, an attempt can be made to carefully create a model. Doesn't matter if it doesn't work the first time.
- Tuning sessions; Elaborate further, add more detail and coherence.
- Split-up sessions; Dividing up the various parts and indicating the sequence. Group the parts and see where the MVP (Minimum Viable Product) is located.
During the above sessions there is of course communication with air traffic control. What the team hopes to hear then: "... You're in the flight path looking good ...". What a flight that could be, maybe with turbulence or a loop…. the team must then announce; "... Please fasten your seat belts and return your tray table to its full upright and locked position ...". Until the signal sounds; "... Cabin crew prepare for landing ..." and a few minutes later the redeeming words "... We've just landed at Schiphol Airport ...".
Casper.
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*) https://dictionary.cambridge.org/dictionary/english/creativity
**) https://en.wikipedia.org/wiki/Precision_approach_path_indicator
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