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What's the best way to pick the winning idea from a brainstorming session?

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You've just had a productive brainstorming session with your team and generated dozens of ideas for a new project, product, or solution. But how do you decide which one to pursue? How do you evaluate the potential, feasibility, and desirability of each idea? How do you avoid bias, groupthink, or premature judgment? In this article, you'll learn some practical tips and techniques to help you pick the winning idea from a brainstorming session.

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Samaneh Dehghanpour

Sharing daily UX design tips to help junior designers grow in their careers
Eteri Plieva

Product Manager | ex-Yandex
Gijsbertus J.J. van Wulfen

Innovation keynote speaker, Number One Thought Leader Design Thinking 2024, LinkedIn Top Voice helping you and your…

1 Define the criteria

Before you start comparing and ranking the ideas, you need to have a clear and shared understanding of what makes an idea good for your purpose. Depending on the nature and scope of your challenge, you may have different criteria to consider, such as alignment with the goals, customer needs, market trends, resources, budget, timeline, risks, or impact. You can use a simple matrix or a checklist to define and weight the criteria, and communicate them to your team.

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Eteri Plieva

Product Manager | ex-Yandex
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To assess ideas effectively, we align them with our mission and objectives. We consider resource limitations and capabilities to set realistic expectations. Our systematic framework evaluates factors like impact, scalability, and alignment with values. We involve the team in decision-making through voting, ensuring inclusivity and engagement. This approach helps us choose ideas with the highest potential for success and full team support.

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Václav Karban

Manager @ Technology Consulting Data Management focusing on Insurance | Helping startups from pre-seed to going concern | Passionate about knowledge transfer and entrepreneurship
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First things first: when defining your criteria, put them on two piles 1- Showstoppers/No-Fly-Zones: if this is not met, the idea has to go as it would damage the final delivery. For example if you work pro-bono, your client might have a budget so tight, overstepping it is not an option 2- All the other criteria Second step is to assign weights to your criteria. Which are more important than others and how much?

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2 Narrow down the options

Once you have the criteria, you can use them to filter out the ideas that don't meet the minimum requirements or that are clearly unrealistic or impractical. You can also group similar or related ideas together to avoid duplication or confusion. You can use a voting system, such as dot voting or sticky notes, to let each team member express their preferences and opinions. You can also use a ranking method, such as the NUF test or the COCD box, to sort the ideas based on their novelty, usefulness, feasibility, or complexity.

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Gijsbertus J.J. van Wulfen

Innovation keynote speaker, Number One Thought Leader Design Thinking 2024, LinkedIn Top Voice helping you and your organisation, to become amazing innovators with keynotes, workshops, and a proven innovation method.
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As innovation facilitator, I advise you to use a PUGH Matrix TO SELECT THE BEST OPTIONS. Here’s the 7 step process: 1. Identify Criteria: Start by determining the key criteria that are important for evaluating ideas. 2. Define a Reference Concept: Select one idea as the reference concept for comparison. 3. Generate Alternatives: List down the different alternative ideas you want to evaluate. 4. Compare Alternatives: Evaluate each alternative comparing them to the reference concept. 5. Weight the Criteria: Assign weight factors to reflect their relative priority. 6. Calculate the Total Score: Multiply the scores by the weight factors. 7. Select the Best Alternative: Compare the total scores toidentify the one with the highest score.

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3 Test and refine the ideas

After you have a shortlist of the most promising ideas, you can test them with some quick and low-cost experiments, such as prototypes, mockups, surveys, or interviews. The goal is to get some feedback and validation from your target audience, stakeholders, or experts, and to identify the strengths and weaknesses of each idea. You can use a feedback loop, such as the build-measure-learn cycle or the double diamond model, to iterate and refine the ideas based on the results and insights.

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Samaneh Dehghanpour

Sharing daily UX design tips to help junior designers grow in their careers
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Google's 5-day sprint can be an efficient way for quick testing and initial validation of an idea. It helps to rapidly evaluate new areas, generate novel ideas, and decide their validity quickly within a week.

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4 Make the final decision

The last step is to make the final decision and select the winning idea. You can use a scoring system, such as the Pugh matrix or the RICE score, to rate each idea based on the criteria and the feedback, and to calculate the overall score. You can also use a decision matrix, such as the impact-effort matrix or the Eisenhower matrix, to compare the ideas based on their impact and effort, and to prioritize them accordingly. You can also use a consensus method, such as the Delphi technique or the nominal group technique, to involve your team and stakeholders in the decision-making process.

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Samaneh Dehghanpour

Sharing daily UX design tips to help junior designers grow in their careers
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The way that I like doing this is to define a set of acceptance criteria and score the ideas based on them. Then calculate an average score for each idea and choose the winner.

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5 Communicate the rationale

After you have picked the winning idea, you need to communicate the rationale behind your decision to your team and stakeholders. You need to explain how you evaluated and tested the ideas, what evidence and data you used, what trade-offs and risks you considered, and what benefits and value you expect from the idea. You can use a pitch deck, a storyboard, a one-pager, or a video to present and showcase the winning idea and its features, advantages, and outcomes.

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Václav Karban

Manager @ Technology Consulting Data Management focusing on Insurance | Helping startups from pre-seed to going concern | Passionate about knowledge transfer and entrepreneurship
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A decision that cannot be backed by a "because" is an arbitrary one. There will always be people who disagree but your decision will go along much smoother if there is a structured rationale behind it. Take the notes from your session and spend some time re-writing them in such a way that people who did not attend your session can understand the WHY with ease. If you are unsure whether you've done a good job, make someone not connected to your meeting read your notes and rationale and give you feedback.

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6 Celebrate and appreciate

Finally, you need to celebrate and appreciate the efforts and contributions of your team and stakeholders. You need to acknowledge and thank them for their creativity, collaboration, and feedback. You need to celebrate the achievements and learnings from the brainstorming session and the idea selection process. You need to motivate and inspire them to continue working on the winning idea and to implement it successfully. You can use a reward system, a recognition program, a feedback session, or a social event to celebrate and appreciate your team and stakeholders.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What's the best way to pick the winning idea from a brainstorming session?

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3

4

5

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7

1 Define the criteria

2 Narrow down the options

3 Test and refine the ideas

4 Make the final decision

5 Communicate the rationale

6 Celebrate and appreciate

7 Here’s what else to consider

Creativity Skills

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What's the best way to pick the winning idea from a brainstorming session?

1

2

3

4

5

6

7

1 Define the criteria

2 Narrow down the options

3 Test and refine the ideas

4 Make the final decision

5 Communicate the rationale

6 Celebrate and appreciate

7 Here’s what else to consider

Creativity Skills

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