How to develop a BIG IDEA...

I was recently asked to review an idea, and was delighted to have a look. The idea in itself was good and I can see people that would use it.

But I just think there's something more to it and I'm actually not sure exactly what the BIG IDEA behind it is... So I suggested trying to find this BIG IDEA by answering a number of simple questions and thought they might be of interest for others...

• Who is the consumer? Can you bring this person to life? Could you map out a week in there life?
• What are your consumers’ needs? What is the insight?
• Where / how do they get these needs fulfilled currently?
• What functional need does this idea meet? i.e. what does this idea do for me?
• What emotional need does this idea meet? i.e what does this idea make me feel?
• What is different about it? Is it new? cheaper? better?
• When would it be used?
• How would it be used?
• What three words could you use to describe this idea?

Now, assuming you can answer these questions to some degree, refining the idea into a simple paragraph of no more than twenty or so words, that your granny would understand and covers the 5 W's (what is it, who would use it, when would they use it, where they would use it, why they would use it & how they would use it). Ideally also add a picture of your product and you now have a visual concept which you can use to gain people's views & opinions on...

Following on from developing your big idea & concept, a couple of other questions might now arise that might need some reflection...

• What is the implication of the above questions?
• Where does this now take you?
• What are your options?
• How many different ways can this idea be implemented?
• Which are the best / strongest?

You are now in the realm of strategy development...