Agile PLM - The CIO's Guide to Oracle Products and Solutions - page 24

The team looks through the list, bypassing blister, footing, footpath,
and 55 other words and phrases. One word jumps out at them as the
perfect name for the new line of socks: surefooted.
So far, all in one sitting, the team has brainstormed the meaning
of their challenge, defined their strategy, and named their product—
in the space of hours, rather than days. All that remains of their task
is to identify key attributes for advertising and product positioning.
In order to do this, the team decides to explore the key concepts in
greater detail.
Identifying key attributes : The team decides that the key attribute they
want to emphasize is summer uses of socks. So they select and high-
light the word summer . Ultimately, the team winds up with a host of
summertime activities and hobbies that people in the target market
might enjoy more with surefooted socks.
The final results of the IdeaFisher session, which began just a few
scant hours before, is as follows:
1. Socks keep bugs away
2. Color coordination with current athletic clothes and incorpora-
tion of reflective material in some models
3. Lightweight material that doesn't hold heat or moisture inside
4. An insect-repellent fabric that could be used for clothing, sleep-
ing bags, and tents
When Pabst Brewing Company customers began calling out PBR when
ordering Pabst Blue Ribbon Beer, Pabst knew it was onto something hot,
but it needed more than just “PBR” to create a hot jingle—it needed some
inspiration. That's when it turned to IdeaFisher to assist in writing a jin-
gle that is based on abbreviations. This is what its fishing caught: “I'm
gonna give my thirst some TLC, just PBR me ASAP.” Pabst is not alone;
IdeaFisher has been used to write copy for everything from beer to the
Discover card.
Sustainable Innovation
In 2004, Procter & Gamble Co.'s G. Gil Cloyd, chief technology officer,
was named Industry Week 's Technology Leader of the Year. According
to Teresko (2004), Cloyd has successfully shown how any company can
contend with the classic innovator's dilemma: Most innovations fail, but
companies that don't innovate die. His solution, innovating innovation ,