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251 : THE IMPORTANCE OF DEVELOPING STRONG IDEAS

length here, it is certainly the case that these issues combine to make
innovation a key potential source of competitive advantage for
established organisations. The need for this innovation applies equally
to products, services and processes.

the need for this innovation applies
equally to products, services and
processes

This means that all the techniques described in this book are as
applicable to organisations as they are to individual budding
entrepreneurs. For this reason, we make extensive use throughout the
book of examples drawn from the corporate world which are in the
public domain. Based on our consultancy and workshop experience,
these examples bring the added benefit of representing a common
vocabulary for business practitioners from small and large organisations
alike. Experience suggests that these types of examples illustrate the
innovation techniques more effectively than the anonymous case
studies otherwise required by commercial confidentiality.

call in the cavalry or do it yourself? A whole

multitude of business start-up specialists and management consultants
exists to advise on all aspects of the idea development process and to
charge you for the privilege.

There are undoubtedly some people who would prefer to restrict
themselves to the invention end of the process – Trevor Baylis is
perhaps a case in point – accepting the inevitable trade-off in terms of
financial reward. There is real power, however, in following the whole
process yourself from start to finish. It may well be a long haul –
following the process through from start to final product is the 99 per
cent perspiration evoked by Thomas Edison.

The idea development process represents an invaluable opportunity to
test out the robustness and innovation potential of your business ideas,
as well as the level of your personal commitment to following them
through. Sustained follow-through requires hard graft, self-discipline,
dedication and perseverance in the face of what sometimes appear to be
insurmountable obstacles. Jane Henry christened these characteristics as
the four ‘Ps’ of creativity – positivity, playfulness, passion and
persistence – and these are perhaps best typified by James Dyson.22