The Outcome-Based Collaborative Brainstorming of Strategic Service Design

摘要

During the phases of an innovation lifecycle, from the value proposition to realization, is about brainstorming especially in its early phases. The success of the brainstorming process depends on many factors, the diversity of the team members, the boundary spanning capability, the ability of foreseeing the insight of risks in the future, etc. On the other hand, the innovation is also a collaborating process of exploring the differentiating value propositions from the target competitors or the benchmark artifacts in the market; the outcomes must be clear to kickoff the next step of the initiative. How to encourage the team members to make their best efforts to contribute their thoughts and ideas and come out with a rational decision about the resolution with consensus is the key to the successful brainstorming process. This paper presents a novel brainstorming process, including the roles, the responsibilities, the facilitating, the workflow, and the theories behind, for service design and got satisfied results from the empirical cases that were government-funded service projects.