This workshop uses elements of the brand identity as frames for creating scenarios that can be used as base for ideation.
• The scenarios created in this workshop are supposed to functions as a base for generation of ideas on new offers. From these scenarios the participants need to define possibilities for new products or services. This could be done through the Problem Re-boxing workshop.
• During this workshop there is a need to be careful so that the participants manage to separate and remove the brand identity elements from current products or services or the outcome will be incremental at best.
• The longer the chains of association becomes during the association session, the further away from the existing products and services the minds of the participants are likely to have moved.
• The second exercise is meant to pair one associated value with one Off Target Group (OTG). The pairing is done randomly and the combination is hopefully unexpected enough to spur interesting ideas.
• The scenario building is aimed at making the participants try to understand their OTG, and trying to think like the OTG will hopefully help the participants re-box.
INSTRUCTIONS:
INTRODUCTION 15 min
Present workshop aims and outline.
ASSOCIATION ON CORE VALUES 30 min
Introduce a free association session on the core values. Encourage the participants to say every word they associate with each core value. Let the participants take turns in documenting associating words on a big sheet of paper or a whiteboard. (each core value 5 min)
NOTE PREPARATION AND HAND-OUT 10 min
Write all words from previous activity on a note. Bring notes prepared with different Off Target Gruops (OTGs).
BREAK
OTG + CORE VALUE SCENARIO CREATION 20 min
Divide the group into pairs. Give each pair one random note with an OTG, and one association word. Give the pairs 10 min to create a scenario based on that. Let the pairs create a new scenario with a new combination.
SCENARIO DEVELOPMENT 20 min
Put each scenario on a wall. Talk about each scenario. Urge participants to give input and develop each scenario with many feelings and details. Document developments in writing.
SUMMARY AND DISCUSSION 15 min
Summarize the scenarios and let the participants discuss which scenarios have the highest potential to lead to radical ideas. Facilitate the discussion so that it never is about feasibility. Let the participants share their impressions from the workshop.
...DRIVEN INNOVATION 