We tell our clients to select an idea first for newness, second for appeal, and last for feasibility. Why? Because real breakthrough innovation has to have a very high level of newness owing to the fact that newness cannot be built in to an idea. The newness of an idea can and will only move in one direction, it’s a fleeting thing. Appeal is important for traction but doesn’t have to be widespread (it won’t be if it’s truly new, people are afraid of what’s new). Moving an idea forward requires support and to get that initial support some amount of appeal is a necessity. Feasibility, unlike Newness, can be built into an idea via some well-managed creative problem solving (that’s another post). By beginning with a high level of newness, a acceptable level of appeal, and a moderate-to-low sense of an idea’s feasibility, you can end up with an idea that scores high on all three spectra, sacrificing only a minimal amount of newness in improving the feasibility. Then you’re on your way to real breakthrough innovation!
How do you evaluate concepts or ideas in a brainstorm? Would love to compare techniques!