Concept Evaluation is Step 5 in our Systematic Innovation Process. Although there are several ways to evaluate concepts, ranging from one extreme of throwing a dart or flipping a coin to the other extreme, sophisticated software applications and algorithms that independently take into consideration multiple people’s opinions, confidence levels, and judgment on several parameters related to the concept concepts. We recommend staying somewhere in the middle of those 2 extremes. Three techniques that fall in the middle are the 9-Box, Ease Impact Matrix, and Pugh Concept Evaluation, one of our favorites because of its simplicity and objective approach to synthesizing and converging on the best concept when multiple alternatives exist. Microsoft Excel templates are available.
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