The Problem With Idea Generation – And a Solution

More ideas are not better. I know there is a saying, “If you want to come up with a great idea, come up with lots of ideas.”

But I see Presidents and Salespeople generate idea after idea – and yet have little to show for them. So what happens. Here’s my take.

My sense is that the person that has the idea (the creator) is seldom the person who will implement the idea and bring it to profit. I didn’t say “never,” I said seldom.

So the idea-creator needs to have either a) someone around him/her who can flesh out the idea before investing too much time dreaming about it. Or, b) a system that walks them through the ‘fleshing out’ process.

Either way, here are 4 things that are useful to think through once you have the idea.

1. What is the origin? What I mean by this is ‘what problem does this solve that you have recognized needs solving?’ Write a paragraph or two on that.

2. Clarify the Vision. This means, get dreamy. Go to the end game. If you believe you have an idea that will change the way America does business, then take me there. Declare how life will be different for those users. Some might call this the “Ideal State” or “Ideal Outcome.”

3. What Has to Happen? This is the beginning of a Project Plan, but for your use, it is merely a filter through which you will pass the idea. of Get a bit tactical here. Make a bullet-pointed list of all the things that must happen, including what your prospects must “come to believe” if they are to purchase/implement this. (This is usually a big miss for marketers. Not much effort spent on what the customer must believe to buy).

4.  What Belief Must You Have? You’re the one with the idea and presumably the energy to carry it through. So, what beliefs must change? And yes, there WILL be beliefs that must change.  Maybe you’ll have to give up another pet project to carve out the time to devote. If no beliefs change, then it will be business as usual.

Finally, do a “feeling assessment.” How are you feeling once you spent an hour on this exercise? Still pumped? Good. Now you have a clue as to whether you have the energy.

But, often when I go through the exercise, I lose interest. It’s either too much work for too little vision, or the excitement just wanes.

Isn’t it better to know that upfront? Before you bet the farm (not ‘buy the farm’) on something that doesn’t gig you?

The next time you have an idea, write it down and invest an hour going through these four questions. When you do, let me know in the comment section how it went. I want your ideas to spring to life. But only those that juice you!