Agile PLM - The CIO's Guide to Oracle Products and Solutions - page 23

outside activities. This, then, is the breakdown of the key elements in
the marketing strategy. Defining a specific strategy is the next activity.
Defining the strategy : To develop a feasible strategy to sell more socks
in the summer, our team will use IdeaFisher's IdeaBank. Our team
wants to begin with the socks key concept. Upon highlighting this
word, the program will display all the topical categories that con-
tain the word socks . IdeaFisher has multiple topics that deal with
socks, including black/gray, cleaning/dirty/clean, clothing/fashion/
style, and push/pull/attract/repel. This last topic intrigues one of the
members of the team, so it is highlighted to see the section titles
on the next level. It turns out that there is close to 1000 idea words
or phrases associated with push/pull/attract/repel categorized into
groupings such as things/places, things that repel, things that attract,
and abstractions/intangibles. The team decides to pursue things that
repel. Highlighting this they find some intriguing items such as anti-
icer, body armor, car wax, and mosquito repellent. Certainly, these
are things that repel.
Marsh Fisher describes the act of creativity as one that involves
coming up with new ideas whose revelation excite the creator so
much that he or she exclaims, “A-ha!” Our fictitious team experi-
ences this feeling when they realize the interesting possibilities in
mosquito-repellent on socks.
Naming the product : Now that the team has decided upon their novel
product, they need come up with a good name for it—a good hook.
Selecting a name for a product or service has many elements: It must
be easily remembered, be descriptive, and tie in with the customer's
perceived needs and values.
The team decides to compare two topical categories to create a
new unique name for the socks. The idea is to associate two dispa-
rate ideas to merge them together into a single word or phrase that
creates a novel hook for the new product. Picking stocks as the first
key concept to compare, the team is prompted to pick one of many
topical categories containing this word. The head of the team rec-
ommends that the team pursues limbs/appendages. Outdoors is the
second word that the team wants to use in comparison. Again, a list
of topical categories containing the word outdoors is displayed. This
time the team picks camping/hiking/mountaineering. IdeaFisher
takes over at this point and produces a listing of words and phrases
found in both of these categories. This list serves as a jog to creativity.