Marketing textbook, chapter 6

Many methods of idea generation, such as brainstorming, morphological or even synectics, are based on a specific, purely idea production-oriented process that utilises the findings of creativity research to generate ideas. These methods often lack a holistic approach that takes customer problems into account throughout the entire value creation process.

With the EDISON-Principle®, the Leipzig-based think tank „Die Ideeologen“ has developed such a holistic approach, which well-known companies have already successfully integrated into their innovation processes. The EDISON-Principle® is based on the following steps, which show that the process is considered from the initial considerations of possible search fields through to the realisation of ideas:

Step 1: Find new search fields for idea development (identification of customer problems)

Step 2: Develop new questions (systematic search for new ways of thinking, leaving old paths)

Step 3: Seek inspiration for developing ideas (use different sources for ideas)

Step 4: The actual development of the ideas (linking the initial question and inspiration)

Step 5: Develop creative concepts (concretise ideas in comprehensible problem solutions)

Step 6: Putting ideas into practice (analysing the environment for successful marketing)

Example:

TUI Deutschland GmbH was looking for ideas and concepts for a) business models with which the company could open up new markets and b) distribution channels with which it could counter the increasing competition from comparison portals on the Internet.

Methodology:

The EDISON Principle®: Opportunities for success were defined in an internal workshop in advance. A search path from the Blue Ocean strategy was used for this purpose: The consideration of complementary products and services. The customer travel chain was systematically broken down in order to identify sub-aspects in which customers have needs or have to make decisions, but in which TUI is not yet present.

Examples of results:

Search field: Period between booking the holiday and departure, during which customers make extensive preparations. TUI's only presence there so far has been a shop selling a small selection of travel accessories. However, customers are often left alone with the numerous needs that arise when preparing for their trip. One cluster of ideas related to additional business between booking and travelling, as well as ideas for bypassing the selection process between different providers. These included ideas such as the „Red Smile Service“, an additional insurance policy that enables customers to cancel their trip at any time in the event of previously uninsured cases, a test and quality seal for local tourism offers that local licence holders can acquire in return for a fee and training, a TUI travel savings plan with a significantly higher interest rate than normal savings accounts, with which customers can save money for their next trip at a good interest rate and much more.

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Sources:

• Innovationmanagement.ideeologen.de, as at 27 June 2022
• ideeologen.de, as at 27 June 2022