Having identified your key innovation challenges – aligned with your company’s higher purpose and strategic goals and made attainable, useful and targeted – it’s time to focus on describing them plainly and completely, to guarantee you’ll get meaningful content:
- Make your innovation challenges as specific as you can: Break down the challenge’s macro theme into smaller challenges. We’ve learned that the narrower the scope of the challenge, the more imaginative the audience becomes, thus the more meaningful the ideas you’ll secure.
- Clearly state and justify the need for a solution: Explain why exactly we can all benefit from this challenge.
- Contextualise the problem and share the findings: Try to understand what has been done within that precise topic in the past, by your company and other competitors. Background checking can recall opportunities, dismiss dead ends and provide key ways to explain the innovation challenge in more detail to participants.
- Promote ideation with related insights: These last are very useful tools to share the learning process and background details with participants.
- Make sure also to respect grammar and orthography and send out clear messages:
- Communications of challenges must use correct syntactic structures and clear sentences.
- Vocabulary has to be familiar to participants. Business or technical jargon may seem obvious to you. Don’t assume it is to others.
- Direct questions are a good option, when used in a positive way. This is true even for more driven exploration challenges.
If people do not understand the challenges they face, how can you expect them to participate? Unclear language will also compromise your audience’s future participation.
Here’s a client insight on the subject:
‘It’s very important to add insights and share them in ways we know will mean employees will check these insights.
Usually, our insights include descriptive information provided by the area that manages the subject, including some statistical data. We want to make sure our teams understand the challenges, particularly when these are more complex, and avoid the submission of ideas that we have already implemented or discussed.
Imagine the challenge “How to encourage SMEs [small and medium-sized enterprises] to set up online stores?”: In this case, we would present statistical information on SMEs in our country, explaining how many there are, what their types are and so on, so that employees understand the target better. Also, we would mention our company’s current offer for these customers, changes and improvements that have already been planned and possible tempting proposals that have been analysed but are not yet in the market (i.e. trying to ward off those apparently obvious ideas).’
Finally, try these activation questions:
- Am I saying clearly how we can all benefit from this challenge?
- Is this really one or more challenges? If so, which ones?
- Are we asking the right questions?
- What other approaches were attempted in the past?
- Are we providing enough insights to power ideation?