Page 693 - Business Principles and Management

Unit 7

Focus On...

Innovation–Ideas for Sale

Most businesses are faced with the need to change, so it is not surpris-
ing that people are starting new businesses to help other businesses
manage change. One of the most unusual new business concepts
is selling ideas. The BrainStore in Biel, Switzerland, offers just such
a service. Its owners refer to their business as an “idea factory.” In
fact, they believe companies cannot rely on the typical way that new
ideas are generated. Using a brainstorming session or just thinking
about a problem will not achieve the needed results when businesses
are faced daily with problems and challenges. The BrainStore has
broken down the process of idea generation into a specific sequence
of activities.
The process starts in the creativity lab. The lab is an open room
with pens, paper, scissors, crayons, beads, and other “toys.” These are
the tools that support creativity. The room looks more like an elemen-
tary school classroom than a place where businesspeople meet. The
atmosphere encourages play, experiments, and “completely unrealis-
tic thoughts.” The result is usually a large number of creative ideas
that can then be processed through the idea factory. The next step
in the idea sequence is compression, where ideas are sorted, com-
pared, and narrowed to the few judged as best. Then the idea moves
through testing, where research is done to determine if the idea will
work and can be implemented. Often models or prototypes of solu-
tions are built for review and further testing. The final step is called
finishing. Here the idea that has been successfully tested is prepared
for implementation. This step may include developing marketing
and communications strategies or the actual development of prod-
ucts, services, or processes that will support the needed change or
solve the problem.
Initially the BrainStore worked with large businesses to create
new products, develop marketing programs, or solve challenging
problems. However, the owners now believe their ideas can help
individual consumers as well, so they have opened a retail version
of the business. For about $20, they will provide ideas for home
decorating, improving a personal relationship, or writing an impor-
tant speech.

Think Critically

1. Do you believe ideas can actually be developed in the same
way that a company might manufacture a product? Why or
why not?
2. What are the advantages of creating a room that looks like
an elementary school classroom for the first step in idea
generation? How do you think the results would be differ-
ent if the company used a typical business office for that
activity?
3. After working with the BrainStore, what other activities
should an organization perform to implement the ideas that
were developed?

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