Page 204 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

I I I ( \ I I t', 1 S I t I been rated as lily,

01. low in creativity and high, medium, or low in innovation.

Ihe intersection of those evaluations is indicated by the idea
number. For example, idea number 30 w valuated low
in both creativity and innovation. Similarly, idea number 6
was rated high in creativity and medium in innovation. This
figure represents an elementary screening matrix in that an
idea's position is based on an individual's estimates using
the simple descriptive terms of high, medium and low.

To provide more accurate judgments, the idea's position in the
matrix can be based on more specific criteria and an evaluation
of their relevance to the situation. Such criteria are presented in

Figure 6.2 Complex Screening Matrix for Ideas

A CO .0 Score lj

Criteria of +a
Evaluation s•1.-54
10 9 8 7 5432 I 0
(Examples only) ti)

Idea Attractiveness

Ease of implementation 0.10

Originality 0.15

Protectable/sustainable 0.10

User-friendly 0.10

Global Acceptability 0.05 __..........._ -4,----____--- -------:...----

Compatibility Criteria

Available finance 0.20

Provision of solution to O. I 0
specific problem

Our image 0.05

Our ability to protect 0.05
(e.g. patent)

Our marketing 0.10
competence

1.00 -

Total score

Source: Simon Majaro, The Creative Gap: Managing Ideas for Profit (London: Longman, 1988), p.49.

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