Far too often the path from brainstorming to product launch, known as the critical path in project management parlance, results in a disappointingly different product to that envisaged at the outset. Management cartoonist Tom Fishburne captures the decline perfectly in the cartoon above.
In his accompanying notes, Tom explains: "I've been thinking a lot about why so many new products are mediocre and uninspiring. I don't think they result from a shortage of ideas. Instead, I think that the blame falls on the innovation process itself.
"Far more important than the Eureka moment in the Ideation is what happens back in the office long after the flip charts and markers are put away. The magic is in the process. Great ideas are either watered down or made stronger depending on how they are brought to life
“Far too often, the Critical Path gets bogged down by inconsequential stuff. Too much emphasis gets placed on upfront navel gazing and not enough on actual development.
“The result is that the edges get sanded in development and the ideas (however well brainstormed) become less and less remarkable. This is ironic because ideas theoretically should become stronger by the diversity of thought that goes into them.”
Tom is an advocate of product prototyping which he describes as the “the best way to communicate ideas, dispel naysayers, rally the troops, predict flaws, and spark improvements”. I agree and often use prototyping for clients: the buy-in jump from discussing something in theory to actually holding it is significant and meaningful.
Tom will be speaking at SXSW in Austin in March and his talk is titled "Drawing Board: Innovation Lessons from Cartooning". Well be well worth a listen if you are attending SXSW.
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