CHAPTER 7

CONCEIVE
 every human made artifacts start from brain
 this is true whether we are talking about consumer, a plane bridge, an
airplane, etc.
 this is also true for other less tangible products such as song, jokes,
novels, etc.
 as a matter of fact, there are number of things that differentiates
human from other being, our ability to imagine and create in our
minds, things that are not present at the moment or even yet exist
 this factor is our ability to CONCEIVE
DEFINITION OF CONCEIVE
form a mental image of something that is not present or that is not the
case
"to form an idea of," conceive suggests the forming and bringing forth
and usually developing of an idea, plan, or design
conceive suggests the forming and bringing forth and usually
developing of an idea, plan, or design. conceived of a new marketing
approach
to generate ideas which meet the project requirements. these ideas are
initially something we experience in our own minds
Conceive
Conceiving represents a very deliberate and intentional stage of the CDIO
process that can be learnt and improved through systematic practice and
coaching
while Conceiving (also called ideation) is directly connected to thinking, it
is not only thinking
instead, it is the use of the power of the positive mindset as well as
knowledge and thinking skills to generate ideas and concepts for products
and process that can add value
it is worth reiterating that the quality of ideas, Conceived is affected by
mindset as much as they are affected by the mastery of the thinking skills
and techniques
Conceiving also requires dep understanding of the nature of the challenge
to be addressed or the potential of the opportunity to be realized
Preparing to Conceive
before discussing the various techniques available in the engineers’
toolbox to generate ideas, it is useful here to set the rules for
successful Conceiving:
1. Clearly define and outline the challenge statement or opportunity
statement that is being worked on. If you are providing solution to client,
the client requirements and desires as well as limitations need to be
seriously considered and documented and this should be done in
writing.
2. Gather sufficient information about the challenge or the opportunity
that you are working on. This includes reviewing the literature, online
resources, and patent database as well as performing market studies
and surveys. Understanding the legal requirements, such as government
regulations, represent an essential part of the information.
3. Keep an open mind and do not converge on a solution prematurely. Do
not start with pre-conceived idea of how to solve the challenge or realize
the opportunity. This goes hand in hand with first point when we define
the challenge. For example, if we want to make a hole in the wall for a
screw to hang a picture, the challenge statement should not be “to drill a
hole in the wall” but instead it should be “to fix a picture on the wall”
4. Always trust the process.
the above four rules are antidotes to the four temptations that
engineers are often faced with
falling for these temptations can render the Conceiving stage valueless,
compromising the success of the entire CDIO process
an important trait that needs to be developed to ensure successful
Conceiving is empathy (the ability to understand and share the feelings
of another)
CONCEIVE
CONCEIVE
Ideation (Conceptualization)
ideation is the process where you generate ideas and solutions through
sessions such as sketching, prototyping, brainstorming, brainwriting, ..
ideation is the process of forming ideas from conception to
implementation, most often in a business setting. ideation is expressed
via graphical, written, or verbal methods, and arises from past or
present knowledge, influences, opinions, experiences, and personal
convictions.
ideation refers to the process of developing and conveying prescriptive
ideas to others, typically in a business setting. it describes the
sequence of thoughts, from the original concept to implementation.
ideations can spring forth from past or present knowledge, external
influences, opinions, convictions, or principles. ideation can be
expressed in graphical, written, or verbal terms.
ideation refers to the process of developing and conveying
prescriptive ideas to others, typically in a business setting. it describes
the sequence of thoughts, from the original concept to implementation.
ideations can spring forth from past or present knowledge, external
influences, opinions, convictions, or principles. ideation can be
expressed in graphical, written, or verbal terms.
ideation is usually derived from brainstorming sessions, online forums,
seminars, surveys, social media platforms, and team-building exercises
ideation is usually derived from brainstorming sessions, online forums,
seminars, surveys, social media platforms, and team-building exercises
styles of ideation include problem solutions, derivative ideas, and
symbiotic ideas.
BRAINSTORMING
Brainstorming combines an informal approach to problem-solving with
lateral thinking, which is a method for developing new concepts to solve
problems by looking at them in innovative ways. some of these ideas
can be built into original, creative solutions to a problem, while others
can generate additional ideas
Brainstorming is a group problem-solving method that involves the
spontaneous contribution of creative ideas and solutions. This
technique requires intensive, freewheeling discussion in which every
member of the group is encouraged to think aloud and suggest as many
ideas as possible based on their diverse knowledge
Brainstorming allows students to think critically about ideas and
solutions, form connections, and share ideas with peers.
BRAINSTORMING
brainstorming is one of the most widely used (and abused) methods of idea generation
the term “brainstorming” is becoming widespread or prevalent or every one is under
the impression that they know how to brainstorm
but people get very little training on how to use this technique
what is brainstorming session method?
• brainstorming is a group problem-solving method that involves the
spontaneous contribution of creative ideas and solutions. this technique
requires intensive, freewheeling discussion in which every member of the group
is encouraged to think aloud and suggest as many ideas as possible based on
their diverse knowledge.
there are three main stages for a successful brainstorming episode:
1. pre-session
2. session
3. post-session
Pre-Session
the pre-session includes clearly defining the focus of the brainstorming
session
this should be identified and written so that everyone participating in the
brainstorming session can see it
in the pre-session a brain networking exercise will be very helpful in
resulting in a fruitful brainstorming session
the brain networking is a warm up exercise that precedes a brainstorming
session
What should you do before a brainstorming session?
1. Define the problem. the first step should be to determine a problem
question that the brainstorming session will address.
2. Lay out the context and definitions.
3. Pick an appropriate facilitator.
4. Invite the right people.
5. Set the agenda.
6. Holding the session.
Session
During brainstorming sessions, participants should avoid criticizing or
rewarding ideas in order to explore new possibilities and break down
incorrect answers.
Once the brainstorming session is over, the evaluation session (which
includes analysis and discussion of the aired ideas) begins, and
solutions can be crafted using conventional means.
the brainstorming can now start
the team needs to assign a scribe or secretary who will be writing all
ideas contributed by the team members on a board or flipchart
• BRAINSTORMING – SESSION
Rules for Brainstorming – Session Section

1. One conversation at a time.

The team is encouraged use a talking item (like a small ball). Only the
person who holds the item can talk.
2. Stay focused on the topic.
Check the ideas being generated against the session focus to prevent
the group from sliding away from that focus.
3. Emphasize quantity over quality.
Brainstorming is aimed at generating as many ideas as possible and as
quickly as possible, so all ideas are welcome.
4. Encourage wild ideas.
Wild ideas may not provide the solution you are look for but they can
provide a gateway for a breakthrough into an entirely new innovative
solution.
5. Postpone criticism of other people’s ideas.
This will encourage more people to contribute more ideas and lead to a
richer brainstorming session.
6. Build on ideas of others.
When you hear an idea, try to use it and improve on it rather than
starting a new non-related train of ideas.
Post-Session
After brainstorming, let each participant take a turn explaining their
idea to the team at large. for context, encourage them to explain the
current problem or situation and how the very concept or solution they
propose corrects or improves upon it.
Knowing what to do after a brainstorming session is often more
important than getting together to ideate in the first place. so, what is
the next step after brainstorming? if you want to turn a brainstorm into
workable ideas, here are some great ways to get started. 
1. Agree on how to rank, prioritize, or categorize ideas.
2. Allow people the opportunity to justify their ideas.
3. Organize the ideas you’ve brainstormed
4. Vote on ideas and make a decision 
5. Create a plan the team can act on
6. Give assignments to each team member
Post-Session
After brainstorming, let each participant take a turn explaining their
idea to the team at large. for context, encourage them to explain the
current problem or situation and how the very concept or solution they
propose corrects or improves upon it.
After the session, use a mind map to:
• share a record of the session and its outcomes to the group with a
simple “save” and “send”
• immediately move into action by using the brainstorming map for
project planning and management
Follow each of these tips and your brainstorming sessions will start to
become more effective and, more importantly, your co-workers will
thank you for the time well spent!
RANDOM ENTRY
One of these strategies is random input, or random entry. Random input
entails using a random word, picture, or even sound, to open new lines of
thinking. the idea is not to directly solve the problem using the random
word, but to use the random word in to help your mind begin thinking in
new directions.
The random input technique is a lateral thinking tool that involves picking a
random word (usually a noun) or an image and following its associations
until you find new ideas that can be applied to your problem. for random
inputs to work, you'll need a well-defined problem or, a “focus”.
the random input technique is a lateral thinking tool that involves picking a
random word (usually a noun) or an image and following its associations
until you find new ideas that can be applied to your problem. for random
inputs to work, you'll need a well-defined problem or, a “focus”.
Random Entry
random entry is a powerful technique training hat can help generate real
breakthroughs in a divergent variety of situations, however, it requires some
training to achieve the best results quickly
the random entry technique can be summarized as follows:
1. Clearly define the focus of the ideation session.
2. Select a random object to be the center of the process.
3. Identify the different attributes or qualities of the object.
4. Superimpose (place or lay thing one thing over another) the object’s attributes
on the focus and see if it makes sense or presents an interesting idea line for
thoughts to follow.
to demonstrate this technique, let us take this example:
Imagine that you are working for a company that manufacture computer
printers. Your company needs to develop a breakthrough or advance product
that differentiates it from competitors and your boss asked you to come up
with the product idea.
 Using random entry, you define your focus as “A new printing
product” and the random object to be a flower. The traits of the
flower include: color, smell, pollination, thorn, garden, spring, etc. . .
superimposing the traits on the focus will result in things like:
1. Color based/related printing product
2. Smell based/ related printing product
3. Pollination based/ related printing product
4. Thorn based/ related printing product
5. Garden based/ related printing product
6. Spring based/ related printing product
clearly, the color printing has already been invented, but the smell
based printing product is an interesting line of thinking to be pursued
and develop further
so this may lead a printer that can print pictures that have smell and
developed further into a product which enables you to capture the
smell of a picture is printed

random entry technique can be used individually and in team

it is highly unstructured and the results are highly dependent on the
object used to start the process as well as the selected attributes of the
object
this technique is recommended when we are running out of ideas to
address the challenge and when we mentally stuck or pressed
if the selected object did not yield a suitable idea, the process can be
repeated either with a new object or with one of the attributes of the
current object as the starting point
Trimming
this technique helps the problem solver foster innovative thinking by
deliberately eliminating elements in a system or steps in a process which
surfaces unique challenges that often lead to innovative solution
the trimming technique is one of favorite tools because of it’s versatility
and lateral thinking capabilities.
it is applicable for product, service and business development projects
it can also be used for problem solving and identification of new unique
market opportunities.
this technique helps the problem solver foster innovative thinking by
deliberately eliminating elements in a system or steps in a process
which surfaces unique challenges (problem statements) that often lead
to creative and innovative solutions
this process is suitable when working with an existing process, product
of system with the intention of improving it
it can be performed by an individual or in a group and it has three
primary steps
1. Break the process, product or system into individual main components.
2. Identify the functions of each components.
3. Mentally, select a seemingly important component (function( and trim it.
4. Ask yourself, “Now how do I make it work without the removed component?”
this very powerful method can help us overcome some of our thinking
biases
many of well established have earned themselves a permanent mental
image
try to imagine a car, or airplane
when we are forced to remove (trim) an important component of the
process, product or system we are improving, we put our minds in
different frames that ca enable breakthroughs
an example of using the trimming can be demonstrated here:
If you start with eyeglasses, you will notice that they have two major
components, the lenses and the frame.
 Now if we trim the frame and try to make it work, inevitably we will end
up with a contact lenses

besides product design, trimming techniques work for developing new

ideas for business models and process
Practical Takeaways
1. Always start conceiving stage with an open mind and trust the
process.
2. At the end of the conceiving process, always use a checklist to ensure
that you satisfied all the requirement and constrains.