Challenge your ideas

By James Jesty, Shape New Ideas

Most innovation fails. Talk to Nielsen and they will tell you the majority of new products won’t last two years on the supermarket shelves.

You need to minimise risk, so it’s best to pressure test an idea earlier rather than later in the process.

Ask yourself what features are essential to get consumers to commit, can we deliver on those, and if we did would we sustain a unique position in the market and achieve a return on investment.

Find ways to explore all aspects of an idea as quickly as possible. You’ll learn fast, and apply those lessons to subsequent ideas which will make them stronger.

Don’t hang on to weak ideas for too long. They distract people and become a drain on resources.

www.shapenewideas.com