Idea Generation: A New Approach
We're counting down the Top 10 posts of 2011 on "Innovation Evolved". Originally published July 11, here's #3 on the countdown.
As someone who is passionate about newer approaches to marketing, I was fascinated by The Medici Effect by Frans Johansson. It was most impactful in communicating that: in order to create great ideas, you first need to be able to generate a lot of ideas.
The Medici Effect talks about the creation of great ideas from the “intersection” of traditional ideas that people don’t initially think belong together. In the book, Johansson gives specific examples across categories (i.e. new products, services, companies, foods, etc.) through extensive research and then encourages people to find other intersections that can develop into the next big thing. This is crucial in industries such as pharmaceuticals, where growth has slowed dramatically since the early part of the century.
So how exactly are intersections relevant in life sciences? Intersections can provide new opportunities during a period of slowed growth. Datamonitor reports that there will be huge drop in pharmaceutical sales growth from 7.1% between 2003 and 2009 to just 1.3% in 2015. This is due in part to patent expirations but also more stringent rules and tighter regulations around marketing and drug development. Having worked in the pharmaceutical industry myself, I’ve seen how linear the industry can be in its thinking around marketing and innovation. However, now that the healthcare landscape has changed, the pharmaceutical industry must approach the way it markets and develop drugs differently. Intersections will help foster newer ideas whether it’s in the marketing or R&D process.
Johansson talks about Vertex Pharmaceuticals generating thousands of molecular combinations to ultimately find a few that will provide a breakthrough drug. The strategy seems to be working, as Vertex has developed and commercialized several products including - most recently – a new hepatitis C drug called Incivek.
So how do we get to these breakthrough ideas? Johansson brings in information from the book Cracking Creativity and says: to start, shake your mind from preconceived notions in three steps.
- Think about a situation, product, or concept and think about the assumptions associated with that situation
- Next, write down those assumptions; then reverse them.
- Finally, think about how to make those reversals are meaningful.
There are some examples given in the book, but I thought I would give it a try:
Assumption: Pharmaceutical companies research, develop and market drugs
Reversal: Pharmaceutical companies do not research, develop and market drugs
A meaningful business: Pharmaceutical companies take current in-market drugs and integrate them in lifestyle health programs. They find ways to educate the public by providing live educational seminars on healthy lifestyles, giving guidance to patients on the consequences of drug non-compliance, and educating the public on how healthier life styles can lead to lower overall costs (fewer hospitalizations, lower prescription costs).
Patients/Employers pay a membership fee to attend these seminars and are given discounts/rewards on their health premiums if they adhere to their medication and live healthier lifestyles (measured by BMI, cholesterol, etc.).
How did I do?
The Medici Effect is an eye-opening book that helps us understand: in order to come up with great ideas that can lead to new products and services, we need to be thinking out of the box. Often maps and/or frameworks can provide directional guidance; however they can often restrict the thinking for your next novel idea. Ultimately the question is: are you willing to think differently? If you are, you are on your way to find the next intersection, which could be the next big thing.
So how will you generate, vet, and develop ideas to get to your next product breakthrough?
--Sasanka is a Director of Client Services for Affinnova's Life Sciences clients
