Description:
This one-hour webinar, "Unlocking Creativity: The Ideation Process," is designed to guide
participants through the essential stages of generating and developing innovative ideas.
Whether you're an entrepreneur, a product manager, a designer, or anyone involved in
creative problem-solving, this session will provide you with the tools and techniques to
enhance your ideation skills.
Objectives:
Understand the significance of ideation in the creative and problem-solving processes.
Learn about the four key stages of the ideation process: Preparation, Generation,
Evaluation, and Implementation.
Explore practical brainstorming techniques and tools that foster creativity.
Analyze real-world case studies to see ideation in action.
Engage in interactive games that illustrate effective idea generation and development.
Address common challenges in the ideation process and learn strategies to overcome
them.
History of Ideas:
Other philosophical treatises have developed theories of ideas (e.g., David Hume, William
James, Alexander Bain), but it has not been only the philosophers who, throughout history,
have pondered the origin of ideas. There is, for instance, a long-standing interest in, and
debates about, ideas and ideation in the field of jurisprudence. Much of this focused on criteria
and methods for recognizing original ideas as part of intellectual property and protection.
Ideation Process:
The ideation process is a structured method of generating, developing, and communicating
new ideas. It involves various stages, each designed to help individuals or teams come up with
innovative solutions to problems or new concepts for products and services.
Detailed Steps of the Ideation Process
1. Preparation
Definition: The preparation stage involves gathering information, understanding the problem,
and setting clear goals and objectives.
Activities:
Research: Conduct market research, user interviews, and competitive analysis to gather
relevant information.
Problem Definition: Clearly define the problem or challenge that needs to be addressed.
Goal Setting: Establish specific, measurable, achievable, relevant, and time-bound (SMART)
goals.
2. Idea Generation
Definition: This stage focuses on generating a broad set of ideas without immediate judgment
or evaluation. It encourages creativity and the free flow of thoughts.
Techniques:
Brainstorming: A group activity where participants freely suggest ideas.
Mind Mapping: Visual representation of ideas branching from a central concept.
SCAMPER: A technique that prompts creative thinking by encouraging users to Substitute,
Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse aspects of an existing
concept.
Brainwriting: Participants write down ideas independently before sharing with the group.
3. Idea Evaluation
Definition: This stage involves critically assessing the generated ideas to identify the most
promising ones. It requires evaluating feasibility, potential impact, and alignment with goals.
Tools:
SWOT Analysis: Evaluates Strengths, Weaknesses, Opportunities, and Threats of each idea.
Impact/Effort Matrix: Helps prioritize ideas based on their potential impact and the effort
required to implement them.
Dot Voting: Team members vote on their favorite ideas to quickly identify the most popular
ones.
4. Implementation
Definition: This stage is about turning selected ideas into actionable plans. It involves
prototyping, testing, and refining the ideas before full-scale implementation.
Activities:
Prototyping: Creating a preliminary model or version of the product to test and refine the
concept.
Testing: Gathering feedback from users to identify any issues and areas for improvement.
Refinement: Making necessary adjustments based on feedback and test results to improve the
final product.
Moroccan Case Study: MyTindy - Empowering Artisans through an Online
Marketplace
Background:
MyTindy, founded by young Moroccan entrepreneur Ilyass Makkar in 2019, is an online
marketplace that connects Moroccan artisans with a global audience. The platform aims to
empower local craftsmen by providing them with a digital space to showcase and sell their
handmade products, ranging from traditional crafts to contemporary designs.
Ideation Process
1. Preparation
Definition: Understanding the market needs, challenges faced by artisans, and potential
opportunities for an online marketplace.
Activities:
Market Research: Ilyass conducted comprehensive research to understand the challenges
faced by Moroccan artisans, such as limited market access, lack of visibility, and the
dominance of middlemen.
Problem Definition: Identified the primary problem: talented artisans lacked a platform to
reach a broader market, both locally and internationally.
Goal Setting: Aimed to create a user-friendly online marketplace that could connect artisans
directly with buyers, ensuring fair compensation for their work and preserving Moroccan
cultural heritage.
2. Idea Generation
Definition: Brainstorming potential solutions and features for the marketplace that could
address the identified challenges.
Techniques:
Brainstorming: Generated ideas for platform features, such as artisan profiles, secure payment
systems, and logistics support.
Mind Mapping: Created mind maps to explore various elements of the business model,
including customer acquisition strategies, partnership opportunities, and marketing tactics.
Feedback Sessions: Conducted workshops and feedback sessions with artisans to gather
insights on their needs and preferences for an online platform.
3. Idea Evaluation
Definition: Assessing the feasibility and potential impact of the generated ideas to select the
best ones for implementation.
Tools:
Pilot Testing: Launched a pilot version of MyTindy with a select group of artisans to test the
platform’s functionality and gather user feedback.
Customer Surveys: Collected feedback from initial users (both artisans and buyers) to
understand their experiences and identify areas for improvement.
SWOT Analysis: Evaluated the strengths, weaknesses, opportunities, and threats associated
with the proposed features and business model.
4. Implementation
Definition: Turning the selected ideas into actionable plans and launching the platform.
Activities:
Platform Development: Developed the MyTindy website, incorporating user feedback to
enhance usability and functionality. Key features included artisan profiles, product listings,
secure payment gateways, and customer reviews.
Artisan Onboarding: Conducted training sessions for artisans to help them understand how to
use the platform effectively, including product photography, pricing strategies, and order
management.
Marketing and Outreach: Launched marketing campaigns targeting both local and
international audiences through social media, influencer partnerships, and participation in
trade fairs and exhibitions.
Outcome
Impact:
Increased Visibility: MyTindy provided artisans with increased visibility, allowing them to
reach a global customer base. This resulted in higher sales and greater recognition of their
work.
Economic Empowerment: By eliminating middlemen, artisans received fair compensation for
their products, leading to improved economic conditions for many.
Cultural Preservation: The platform helped preserve and promote Moroccan cultural heritage
by showcasing traditional crafts and contemporary designs rooted in Moroccan culture.
Challenges:
Digital Literacy: Some artisans initially struggled with digital literacy, which MyTindy
addressed through continuous training and support.
Logistics: Managing logistics and shipping for international orders was a challenge, but
partnerships with reliable courier services helped mitigate this issue.
By strategically navigating the ideation process, Ilyass Makkar successfully launched
MyTindy, a platform that not only empowers Moroccan artisans but also preserves the rich
cultural heritage of Morocco. This case study highlights the importance of understanding local
challenges, engaging with the community, and iterating on feedback to create a successful and
impactful business.
