Part of the innovation process is thinking big—not just about incremental change, but about transformative change. The challenge, of course, is how to accomplish this. One method we use to encourage big thinking is by taking excursions. These off-topic, guided exercises work to push your thinking out of the familiar patterns and into new areas—thereby making your mind "stretchy" enough to come up with new ideas in your category.
Sound confusing and complicated? Don't worry, we understand. Fortunately, we recently conducted an innovation session with some of our Millennial Creative Consumers® associates (CCs). This clip shows an example of an excursion, as well as how CCs use excursions use to generate insights and new product ideas. Check it out below!
Katie Franke is a Marketing Communications Specialist and Concept Writer at Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.