A diagram of the ideas campaign process.
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Idea Management: How an Ideas Campaign Works
A Quick Introduction
Jenni uses our ideas campaign approach to innovation process management.
Ideas campaigns are structured events designed following proven creative
problem solving (CPS) methodology combined with business analytics. The
result is an effective approach for generating ideas in a collaborative
space and then evaluating them in order to identify and combine the ideas
with the greatest profit potential. An ideas campaign is a simple yet
effective way for you to structure your innovation process in order to
achieve your maximum innovation potential over the long term.
This is how ideas campaigns work in a nutshell:
The aim of an ideas campaign is to generate several innovative solutions
to a given problem. Thus, the first step is to identify the actual problem.
Be careful! What at first may seem to be the problem could in actuality
prove to be a mere part of a larger, overriding problem. Consider...
A logistics division's costs are going through the roof owing in
large part to the poor fuel consumption of their fleet of trucks, exacerbated
by the high cost of diesel fuel. The division manager may believe her
problem is the truck's fuel consumption. It is not. The problem is the
high operational costs of her division. If she had run an ideas campaign
on improving her trucks' fuel consumption, she might well have got some
good ideas. But they probably would not have solved the actual problem
The best way to determine the actual problem is to look at the apparent
problem and related issues. Then ask yourself questions such as "Why
is this a problem?", "What else is a factor?", "What
would we like the situation to be in 6 months/12 months/5 years?"
and so on.
Your Jenni Innovation Coach can help you to identify and clarify business
problems -- in complete confidence, of course!
Once the problem is identified, you formulate it into a challenge, which
is a concise, terse question, such as "How might we reduce our energy
consumption?" or "What kinds of healthy snack foods might we
develop?" or "What business opportunities might we exploit in
China?" Jenni's innovation challenge library and your Jenni Innovation
Coach can help you formulate effective challenges that meet your business
In order for your ideas campaign to be a success, you need people to
submit ideas. That means promoting your campaign. Jenni includes an e-mail
based promotion tool that you can use to inform participants of your new
campaign. Moreover, Jenni's rewards module allows you to set up and manage
rewards that can be powerful motivators for participation in your ideas
campaigns. In addition, your Jenni innovation coach can help you devise
non-Jenni tools for promoting your ideas campaigns: such as posters, announcements
in company publications, activities and more.
4. Collaborative Idea Sharing
This is the fun part of an ideas campaign: people submitting ideas and
collaborating on them! Jenni gives you the choice of two different collaboration
methods: traditional (in which comment-like building blocks can be appended
to already submitted ideas) and our unique IdeaWikis (in which participants
collaborate on submitted ideas in a wiki-like environment).
A good ideas campaign will generate 10s or even 100s of ideas. You need
to be able to evaluate them in order to identify those which have the
greatest potential to become profitable innovations. Fortunately, Jenni
provides a suite of idea review modules that allow you to combine ideas,
evaluate them and perform SWOT analyses. Jenni even includes an open-ended
review module that allows you to process ideas from Jenni into your existing
software tools for further development into business cases, projects or
The generating of ideas is a creative process. Turning those creative
ideas into reality and profiting from them is innovation. Ultimately,
the final decision of whether or not to implement an idea cannot be made
by a software tool. It needs to be made by human managers like you. However,
thanks to Jenni's evaluation tools you and other managers get the information
you need to make intelligent business decisions about which ideas to implement.
Innovation Process Management
An ideas campaign is a single event that typically lasts between one
and six weeks. A sustainable innovation process is made up of many cycles
of ideas campaigns to solve problems, generate great ideas and implement
them. Because Jenni allows you to run multiple ideas campaigns simultaneously
and allows managers to own and manage their campaigns, it can become the
basis of a effective, sustainable innovation process that makes it easy
for your firm to out-innovate the competition. And that's what innovation
is all about!
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