Rapid Ideation in Action: Getting Good Ideas Quickly and Cheaply

TRADITIONAL methodologies for developing new products are slow and often eliminate promising ideas. The intensive “rapid ideation” process presented by Brian Clark and Donald Reinertsen exploits interdisciplinary teams and model making to generate, evaluate, and refine a broad range of design alternatives in a short time frame. The technique offers improvements in speed, quality, and costs; it also strengthens cross-functional communication, enhances understanding of technologies, and generates early customer feedback.