A great idea can be hard won or emerge in a moment. But the idea isn’t the end of the journey, it’s only the beginning. The ground between a great idea and a great success spans development, launch, and reception.
Google’s gmail took over three years to develop, it launched in beta eight years after it was first attempted. The early development, where it was used internally, and the beta stages accessible by invite only users, allowed google, a search site, to refine their new offering. It’s hard now to remember a time when the launch of gmail seemed questionable, but at the time of launch is was poised to be a breakthrough, or a miserable failure. From the search function to the massive storage, the free email functioned more as an app than its competitors’ website centered functionality. Every feature that set google apart represented a user preference. (Time)
An idea must have an audience, as 3M chemist Spencer Silver discovered. Silver discovered a mild adhesive, just strong enough to attach to an object, but weak enough for the bond to be broken, and then adhesive to still adhere to a new surface. Unfortunately, this discovery was made in the process of attempting to create new, stronger adhesives, so Silver’s discovery was officially shelved. Undeterred, Silver persisted in sharing his discovery with his coworkers and colleagues. The core idea of the adhesive became the post-it note when another 3M employee sought a way to get his bookmarks to stay in a book without falling out. (NPR)
The development phase is where an idea turns into a market worthy offering with strong value proposition. As valuable as this development is, a succinct template for refinement can improve time to market. On October 21st IdeaScale is broadcasting a complimentary webinar to introduce CO-STAR: a refinement template and new module within our innovation management tool. Guests from EDG, the creators of the CO-STAR method, and the BBC will present the template and share use cases. Register today.