The magic of a morphological matrix
How can any entrepreneur know that his idea has been completely expose to every combination of potential business or product possibilities?
My rough estimate is that 90% of entrepreneurs associate, mix, copy and tropicalize ideas to become projects. The reason of this can be explained by entrepreneurs reading books, watching youtube, asisting conferences, chatting with friends, scrolling facebook or real observations and common sense making. However, this projects are good projects regardless of not having a real “eureka” or inventive moment.
Whatever the source of the idea may be, the is a magical tool that allows you to craft a very nice and simple combination of business and product opportunities. The tool is called Morphological Matrix, and it works for generating options. “ It provides a structured or systematic way to generate a large number of possibilities including many unique or highly unusual options” Creative Think Tank
The very basic approach when creating a morphological matrix is a four step process. First step, you select the idea you are pursing and define whether to innovate in the product or business model.
Second step is to select a criteria or parameter for your product or business model that inherently changes the systems or subsystems or your idea. In other words, criteria that change how it works. One example can be from the figure above, “Method of transportation” or “Power source”
However, for my fellow entrepreneurial friends, I deeply suggest you to use the “1o types of innovations parameters” for developing great business and products innovations.
Once you select the criteria, the following step is filling the blanks with several choices that come up in your head. This process can be done alone or with a group of colleagues. It has to be a very deep divergent thinking. In other words, produce ideas per minute even lame and stupid ideas. Don´t stop.
Once the matrix is filled with criterias and options. The final process is to do the Steve Jobs way. Connecting the dots. The ones that make sense for your mind. You will find interesting things that probably nobody has found yet. Write them down as a list and evaluate each one of them.
The real magic of this is that almost nobody evaluates their idea or business with a matrix that is sistematic and fun way. So, with the right dosis of discipline and creativity you will be surprised on how many great things you can come up with. IDEO team meetings use this technique and create a multidisciplinary approach that ends with marvelous and magic innovations. Use the morphological Matrix for your own competitive advantage as an entrepreneur and leader.
Stay famish, stay stupid.
HHS
