Iteration

Roger von Oech, author of A Whack on the Side of the Head (my favorite book on creativity), cautions us not to fall in love with our first idea. Why not?

• Generally, if you have thought of the idea rather quickly, others have had the same idea. So, instead of competing with lots of others, find an idea that is largely unrecognized.
• In order for an idea to become a product, millions or even billions of dolllars and many weeks/ years of hard work are needed for design, inventory, documentation, testing, certification, training, advertising, etc.. so..
  

By spending considerably more time and effort during the early design stages of the product, and refining and revising the idea to provide users with much greater value, we increase the chances for success.
Yet, this is perhaps the most difficult step in the process of creating something new.

Designers think: "Why wouldn't someone want my great new idea?"
To answer this we need to put ourselves in the shoes of the users and consider the needs of all of the stakeholders.

• What are the other alternatives and how do they compare to this idea?
• Is this idea FAR better in all respects than what exists?
• If the design has not gone through at least 3 iterations, it probably is NOT ready for release.
  

The First Iteration

• Generate many alternative ideas to address the need
• Use quick sketches, make quick rough models
  

Example: Sketch 20 ways to crush a can. Spend 10 minutes. Use "stick-figures".

The Second Iteration
Is this the "right" problem/need?

• How can the same basic idea be applied to a different problem/need that is unrecognized and is a better opportunity?

The Third Iteration
How can I make the concept much "better"?

• Add functions and Make it "smart" so that it is patentable
• Produce and sell it in a different way
• Make it "sustainable"
• Put early models in the hands of users and WATCH how they use it- then "fix it"