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1935 : STEP THREE – EVALUATING AND SELECTING IDEAS

prototyping Although prototyping has a role to play throughout

the idea development process, its role is particularly pronounced
during the third step of evaluating and selecting ideas.

We saw earlier how Iridium’s failure to undertake extensive technical
prototyping deprived it of significant feedback before the big-bang
launch in 1997, especially in terms of product performance inside
buildings or on the streets of cities with tall buildings. Conversely, the
positive impact of prototypes was demonstrated in the previous chapter
by Darryl Lenz, who unwittingly prototyped a combined suitcase and
child seat which prospective customers immediately wanted to buy.

getting stuck on Post-it® notes The story of the Post-it note

also illustrates the power of prototypes. Arthur Fry and his colleagues
produced more than enough Post-it note prototypes to supply all of
3M’s offices. The process of discovery which hit 3M employees when
they first used the new-to-the-world concept was vividly described by
Jack Wilkins, marketing director at the time: ‘Once people started using
them, it was like handing them marijuana. Once you start using it, you
can’t stop.’146

This addictive power was thrown into relief by the product’s
commercial launch, which initially relied on a brochure which omitted
any samples. By itself, the brochure failed to generate any interest
whatsoever.

a prototype is worth a million words If a picture is worth a

thousand words, a prototype is worth a million. While prototyping was
once the province of large engineering projects, modern technology
allied with imagination make the benefits of prototyping available to
every venture.

A prototype does not have to be fully functional – it can be just a solid
model to demonstrate shape, supplemented where necessary by
working prototypes of key functional elements of the product to
validate feasibility or demonstrate operation. The closer to
implementation you are, the closer the prototype should be to the form
of the first production unit. Estimates suggest that around 80 per cent of
manufacturing costs are decided during the early design stages of a
product, so the earlier you can eliminate failures the better. Much better