Chapter 3

What's in your picture? Design Factors: Innovation and Technology

Management 2 incl. Design Aspects, Methods & Sources

Daniel Jeffrey Koch: Introduction Part 2

Besides this it is most important to understand the relevant design aspects involved in
idea generation. Design aspects can also be understood as being influence factors
influencing the idea generation in the fuzzy front end. For example this can involve the
actor itself, the process characteristics, the methods or the organisational context in
which idea generation takes place. But it can also involve the technological suport
which can be given in the innovation proces, for example supporting information
seeking.
Methods are a very relevant influence factor or design aspect of the fuzzy front end.
Methods like creativity methods, scenario technique or Roadmapping can heavily
influence the quality and quantity of idea generation.

Daniel Jeffrey Koch: Design Aspects

There are certain design aspects of the fuzzy front end. It is important to understand
that these design aspects influence working in the fuzzy front end. The first one I would
like to address is human resources. So you or another expert working in the fuzzy front
end coming up with opportunities and ideas is the central design aspects of idea
generation. Because you or another actor hold the relevant knowledge or are acquiring
relevant knowledge to act in the fuzzy front end of innovation process. Optimizing the
productivity of the individual in the fuzzy front and involves thinking about the
information acquisition and processing. Because ideas are basically combination of
information whereby this combination is done by the human actor, enhancing his or her
productivity would typically involve enhancing information acquisition and processing.
Another aspect is methods. So you can use methods to work on certain topics. These
methods act as tools you are using to address the search space, a certain context, or a
certain problem. The challenge is that there are several methods with very different
potentials to be used in the fuzzy front end. Therefore it is important to understand
each of the method and to understand the potentials of combining these methods.

Combining the methods means essentially structuring them in a certain process. This
is the same understanding is when you work on producing something. You use
different steps in the production process in a structured fashion that makes sense. This
is the same for using methods in the fuzzy front end of the innovation process and
especially to idea generation. It is important to understand that each and every
methods has certain potentials and certain drawbacks. This is also true for combining
these methods. Therefore an optimized combination of methods in a certain process
can enhance your productivity in the fuzzy front and of the innovation process.
Besides this there is another design aspect: Organization. Organization does typically
involve the combination of actors in the fuzzy front end. This can address certain team
structures or a certain combination of different perspectives. This does also mean the
combination of certain knowledge domains which would also be some sort of
organization. Organizing different knowledge domains and bringing them together
would serve the actor generating ideas.
These four design aspects are surrounded by a fifth design aspect: Technology.
Technology has the potential to support actors in the fuzzy front end. This can happen
by supporting information acquisition and processing or supporting collaboration
between certain actors in the fuzzy front end. Technology therefore serves the actor
who engages in the process of generating ideas. Understanding the potential of
technology in the fuzzy front end means increasing productivity in idea generation.

Daniel Jeffrey Koch: Ordering of Methods

Methods which are used in the fuzzy front end can be ordered in the following fashion:
Information gathering, structuring of information, evaluation of information. Information
gathering is one of the central and most important aspect in the idea generation
process. Because ideas are based on innovation gathering innovation and exploring
the search space is most important. But gathering information leads to a vast amount
of information which has to be structured. Structuring information means giving them a
certain logic or a certain dominant understanding. Structuring information can also
uncover further information which is needed. Structure can uncover a lack of
information. The structure itself like in the semantic network is an asset in the fuzzy
front. So structuring is always followed by an evaluation of the information.
Methods used for gathering information are typically research methods.
Methods for structuring information can involve roadmapping.
Evaluation of information can be done with for example the portfolio technique.

Daniel Jeffrey Koch: Methods in the early

phase
Within the fuzzy front ends on the early phase of the innovation process there are
typically a lot of different methods used. Think for example about brainstorming and
brain writing. These are basic methods which I used in every idea generation process.
They can easily be used for information gathering. Mind mapping and clustering are
more used for the structuring of information. This would involve applying a certain logic
to the information. On the other hand using sophisticates creativity methods like Walt
Disney and the De Bono thinking hats can be used for slipping into different roles and
gathering information from thinking in these roles. The scenario method might be a
combination of a gathering and structuring of information. During the scenario process
there are certain information gathered about future assumptions. These future
assumptions a structured and a building up different scenarios. Roadmapping
smallness used for a structuring of the information this is also be true for the quality
function deployment and the portfolio technique which can also be used for the
evaluation of information.

1. Disney method: different

perspectives
Apart from being a legend in the film industry, Walt Disney (1901-1966) was a
creative mind and inventor with a broad strategic view on business. As a result,
Disney became the symbol of the American dream. He built a successful
business empire based on his creativity and great ideas.
His innovative method of working is still being emulated by many companies and is
known as the Disney method, further developed by Robert Dilts.
Disney was a master at converting fantasies into reality. His most important starting
point regarding the Disney method was to look at something from different
perspectives and include all these ideas in his final conclusion. Whenever he had an
idea for a film, he did not only think about how the film would come across on the
screen, he also examined ways to produce the film. Then he would put himself in the
critical shoes of the audience and adapt the film. Finally, the film was ready for the

public. The assessment from multiple perspectives (Disney method) complemented

each other well and resulted in a blockbuster.

2. Triptych
To emphasize various perspectives, Disney used the three roles that were discussed
simultaneously or consecutively. The following patterns of thought in this method are
essential factors to achieve success:

Dreamers a dreamer is not hindered by strait-jacketing but is creative and

imaginative and sees limitless opportunities.

Realist the realist looks at the practical possibilities to find out whether an
idea is really feasible. The realist looks at aspects such as the available amount of
means and time.

Critic the critic does not the criticize the plans of the dreamer or the insight of
the realist, but looks at a plan like an observer and filters out and removes all
crucial mistakes

3. In practice
To successfully apply the Disney method, three places must be reserved within the
same room in which the role of dreamer, realist and critic can be assumed in turn.

In large brainstorming sessions three separate rooms can be used in which the
dreamers, realists and critics can discuss the ideas separately and consecutively.
Subsequently, the work will continue in three phases.

Phase 1 the objectives are looked at from the perspective of the dreamer.
The creative and visual thoughts that come up should not be hindered by reality
and possible risks. The Disney method is all about brainstorming power and the
quantity of all the ideas that have been submitted.

Phase 2 in this phase the possible ways to achieve the objective are looked
at from the perspective of the realist. This concerns the ability of making a dream a
reality. Limitations and possible risks should therefore not be seen as obstacles but
as challenges.

Phase 3 the critics perspective will be used to represent how the end user
will experience the plan or idea. Possible risks and gaps will be critically examined
and changes and areas of improvement will be submitted.

More information
1.

Capodagli, B., Jackson, L., Hammond, J. S., Keeney, R. L., & Raiffa, H.
(1999). The Disney Way. Audio-Tech Business Book Summaries.

2.

Dilts, R. (1995). Strategies of genius (Vol. 3). Meta Pubns.

3.

Imagineers (Group). (1996). Walt Disney imagineering: a behind the dreams

look at making the magic real. Disney Editions.

How to cite this article:

Van Vliet, V. (2012). Disney method (Dilts). Retrieved [07/03/2015] from ToolsHero:
http://www.toolshero.com/disney-method