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DEVELOPING NEW BUSINESS IDEAS84

parallel and more challenging markets. Divergent thinking might
suggest the market for time-sensitive financial documents as a good
example. In turn, the tracking technology employed by operators such
as Federal Express might well emerge as a natural candidate for further
review.

The examination board scenario neatly illustrates the point that you
should not to stop at the first solution to the first problem. Further
exploration of the ‘missing script problem’, perhaps guided by the
‘Why?’ technique described earlier and stimulated by thinking around
Federal Express’s use of digital technology, might prompt the question:
‘Why couldn’t the handwritten scripts be scanned and then digitally
transmitted?’

But even that does not go far enough. Further use of the ‘Why?’
technique might challenge the need for students to be handwriting
scripts in the first place. Why couldn’t online assessment replace
handwritten scripts, for example? The joint creation in 2003 of London
Qualifications by leading UK examination board Edexcel and
publishing giant Pearson, whose American operations have developed
leading-edge expertise in online assessment and document scanning,
suggests that the days of pen, paper and postman may be numbered.

it wasn’t just that drop goal England’s 2003 World Cup-winning
rugby team also exemplifies the use of this second step of the lead-user
process. Manager Clive Woodward continually thought ‘outside the box’
to develop new facets to his team’s performance – in particular, he
imported a range of specialist experts from parallel fields who had
solved the problems he faced.

Clive Woodward continually thought ‘outside
the box’ to develop new facets to his team’s
performance

His formidable backroom team included nutritionists, chefs, a visual
awareness coach, psychologists, experts in physical conditioning and a
masseur. The defence coach had studied American football, Australian
rugby league and Premiership football. A specialist video operator
filmed not only the movement of England players but also the
playmakers in the opposing team, providing the type of competitive
insight which translated England into the best defensive team in rugby.