For the growth & development of any organization, new ideas are very essential. Ideas can come from any one, & not
necessarily from a genius. We have to identify the best idea, & progress it effectively by a systematic process, so that we get its benefits. In seven Chapters of this book, the author gives a step by step guideline for obtaining ideas, & for producing & marketing new products & services in the market, for the needs of the
customers. The book has been written around five main points viz. creating a large number of ideas; selecting the right idea; having a focused
strategy to bring it to the market; arranging funds for this strategy & hiring the best people. Necessity is the mother of invention. Needs & problems of the customers, should be taken as our opportunities. Therefore, when there is an unsatisfied need, & we can convert a new idea to a new product, this need will be fulfilled & the company will earn profits. For this purpose, first of all we should assemble the right combination of people of connected & interconnected departments & some others unconnected, & also the customers or prospective customers. We should then make groups of people, with not more than ten in each group, along with a facilitator to coordinate. During brain storming session, the facilitator can initiate, but all others should be motivated to come out with their ideas, including the wild ones without any hesitation. The problem which we want to subject to brain storming, should first be defined in a simple manner & narrowly, & not too broadly. In this manner, many ideas are generated which are all recorded, without immediate discussion. Then these ideas are examined & voted by everyone. Thus we may get, say thirty percent of the best & promising ideas. All other ideas have to be discarded. All persons should accept the result of this vote. In this way, with the efforts of all persons, these ideas can be progressed. It may be possible that, we may finally decide to pursue only one idea, by focusing on the best idea.
Any company, large or small, & for any product or service, will benefit by application of this method, & will lead to definite success. This is applicable for starting new companies, & also for starting new product lines in established companies. This abstract writer has been involved in many brain storming sessions in the past, both as a facilitator & a member of the groups, & having adequate experience & success in the endeavours, & can vouch for the efficacy of this method.