Definition
The curriculum and methodology that are generated in batches, narrow-mindedly and filtered around client issues: two narrow steps to sift one step, 20-30 pieces to spread, 4-6 votes to leave, 2-4 to be handed over and 2 prototypes to be used.
In detail
Ideation is a method for generating, narrowing, and filtering ideas in batches around customer problems, and is the first phase of the I2E growth tool. It addresses how to systematically obtain good ideas, avoiding reliance on accidental inspiration. Through a structure of two narrowing steps, one divergent step, and one filtering step, it filters 20-30 ideas down to 2-4 for prototype development. Its difference from brainstorming lies in its clear process and screening criteria. Outputs typically include an idea funnel, voting results, and prototype plans.
Example in practice
A consumer goods company wants to develop a new product and organizes a cross-functional Workshop. First, 25 ideas are generated divergently, then narrowed to 5 through voting and discussion, and finally 2–4 are selected based on customer needs, with 2 of them prototype-tested (the end-of-course exercise once used 3, which is a special-case definition). This ensures resources are concentrated on the most promising ideas rather than spread evenly.