The Benefits of Fresh Eyes

By David Clark, New Business Development Manager, the Malco Design & Deliver Group

Product ideation is often referred to -- for good reason -- as "structured creativity." Like every other creative process, this ideation works best when the activities follow a structured process; when the problem is clearly defined, when the solution is clearly sought, and when out of the box thinking is employed.

Sometimes a single person working alone, or even an experienced team of people, can get stuck on a problem. It seems like no matter what they try, they are not able to get past a certain plateau. Seeking out a fresh pair of eyes in times like these, can often provide a creative spark that breaks the log jam.

When a car gets bogged down in mud, the human reaction is to gun the accelerator; more gas, it seems, is the tool we know to use best. Unfortunately, in the case of a stuck car, it's also the tool that works the worst. Instead of just more of the same, a fresh pair of eyes can provide new ideas and perspectives you've either overlooked, or didn't explore thoroughly enough. They may also be able to suggest new uses for a product.

If you find yourself stuck within your own new product development creative process, or just want to make sure it's being done with best practices and creativity in mind, seek out a neutral third party. Sometimes the people farthest away from the problem, like an outside firm, can bring a new perspective that helps get the creative juices flowing again.