Page 203 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

would require e\aiiiimilr, the impact Oil the orgaiiiia tion it
self, and possibly 1)(0(.1111,11 market benefits such as being able
to reduce prices because of lower costs.

This chapter reviews two creative techniques designed spe-
cifically for use in comparing criteria to alternatives: the
screening matrix for ideas and dot voting.

97/I. THE SCREENING MATRIX FOR IDEAS

Innovation consultant Simon Majaro has developed a screen-
ing matrix for ideas, an excellent way of choosing ideas that
will pass the first hurdle.' Figure 6.1 is an example of such a
matrix. Each axis represents summary criteria. The creativ-
ity axis represents idea attractiveness, which might include
such qualities as originality and perceived value. The inno-
vation axis represents the idea's compatibility with organi-
zational objectives and constraints. 2 This might include such
issues as availability of financial and human resources.

Figure 6.1 Screening Matrix for Ideas

4 16 1 2
5
6 13 24
17
8 15 28. 36 •
26 ..,

i ....- 7. 10 11

. 14 19

•...,, 3. . _ 25

-:::::','";:, • .,- :'';f ." 38 22
' 35 40 30

. , ,..

Source: Simon Majaro, The Creative Gap: Managing ideas for Profit (London: Longman, 101
1988), p.44. CREATIVE
PROBLEm
COLVINIC,
TECHNII0t11

161