As part of our series on the four-stage Master Planning process, last week we discussed the first stage – Insight. At the Insight stage, we reveal the Meme or Meme System – the Map of your permission space in the marketplace – that can be leveraged to develop a “Great Idea”. But, it is at the Imagination stage, that the germ of a “Great Idea” is fully explored and developed.
A “Great Idea” is an idea that transcends the individual. It is game-changing or revolutionary for the organization or brand. It is a core idea that can transform the business – and in some cases the category.
While the Map provides the seed or skeleton for the “Great Idea”, it is further exploration that allow us to fully understand, imagine and leverage these newly identified possibilities.
At L’Institut, one of our founding principles is that the answers are within you. Therefore, the Imagination stage is about fully exploring the Map revealed during the first stage, Insight, and using it to open up your mind, tap into your knowledge, and build on your experiences to crystallize your “Great Idea” and develop its strategic building blocks. Then, the “Great Idea” can be applied to imagining and innovating new concepts that are based on something tangible versus “throwing ideas at a wall and hoping one of them will stick”.
It is this process that nurtures the emergence and application of “Great Ideas” that we used successfully with all 160 employees of a luxury auto company in the UK to generate thousands of initial ideas for innovating all aspects of their company from sales to service through to marketing and loyalty. Using our map-based Imagination techniques, we helped them identify their “Great Idea” and then use it to transcend the corporate mindset and beliefs to develop innovative new approaches to every aspect of their business. And yes, every single employee was able to develop new ideas!
Not only was this company able to come up with a plethora of new, differentiating ideas, but they also included their employees in the process, creating a renewed feeling of passion, inspiration and engagement – and a commitment to helping implement these new ways forward!
Whether it is helping a gaming organization develop products for the next generation, working with a financial services company to improve processes or the complete reinvention of a pharma company, it is Imagination that enables the development of a “Great Idea” and, even more importantly, the innovative thinking that can then come from this “Great Idea”.