Innovation Generator

Choose this exercise

Purpose: Generate innovation concepts that match identified customer problems with distinct values provided by existing or emerging technical inventions.

Use it when: Use when a product or strategy group needs to discover new applications for existing technology or match technical capabilities to market pain points.

Skip it when: Skip when customer needs are entirely unknown and require primary research, or when the team lacks technical knowledge of existing capabilities.

Group arrangement: Subgroups of 3 to 6 participants working on dedicated three-column boards. Form groups of 4 to 6 when possible, allowing groups of 3 for odd totals.

Timing: 60 minutes reflects the original Gamestorming source duration.

Materials and tools

• One large whiteboard or flip chart poster per subgroup
• Three distinct colors of sticky notes (for example: yellow, blue, green)
• Black felt markers (one per participant)
• Low-tack painter tape for hanging posters

Before participants arrive

1. Divide the room into tables of 3 to 6 people.
2. Draw three labeled columns on each group board: 'A. Customer Problems', 'B. Inventions & Values', and 'C. Innovations'.
3. Distribute sticky notes: assign one color for problems (e.g., yellow), one for inventions (e.g., blue), and one for values and innovations (e.g., green).

Say this to open

Today we are generating practical innovations by connecting customer problems with the underlying value of our technical inventions. In your small groups, you will map known customer problems, identify technical capabilities we possess, extract what those capabilities actually provide, and combine them into actionable solution concepts. Everyone contributes silently first on sticky notes before discussing.

How to run it

1. Introduce matrix and collect customer problems 10 minutes

   Explain the three columns on the board. Direct participants to take 4 minutes of silent writing on yellow sticky notes, recording distinct problems faced by current or prospective customers. Have participants post their notes in Column A and cluster duplicates. Spend 6 minutes discussing as a subgroup what these issues mean for your business focus.

2. Select inventions and unpack their values 15 minutes

   Ask subgroups to agree on up to 5 distinct technical inventions, capabilities, or assets the organization has or could create. Write each on a blue sticky note and place them vertically spaced in Column B. Next, have participants brainstorm values or functional utility each invention provides beyond its original purpose. Write these values on green sticky notes and cluster them around the relevant invention.

3. Synthesize and generate innovations 20 minutes

   Instruct subgroups to link specific values from Column B to problems listed in Column A. For each match, participants write a concrete solution concept in Column C ('Innovation') describing how that invention value resolves the specific customer problem. Stop when each group has drafted at least 3 distinct innovation concepts.

4. Share concepts and debrief 15 minutes

   Have each subgroup present one standout innovation concept to the full room. Each team takes up to 2 minutes to state the customer problem, chosen invention value, and proposed concept. Use the remaining time for the facilitator-led debrief questions.

Debrief questions

• Which invention values proved unexpectedly versatile across different customer problems?
• Which customer problems remained unsolved, and what capabilities would be required to address them?
• What is the immediate next experiment needed to test the most promising innovation concept?

Finished output: A populated three-column matrix per subgroup containing prioritized customer problems, inventoried capabilities with unpacked functional values, and at least 3 distinct innovation concepts.

Remote

Recreate the three-column canvas on a shared digital whiteboard tool. Pre-assign breakout rooms of 3 to 6 people to dedicated canvas frames. Participants use digital sticky notes following the color rules. Bring everyone back to the main room for the final presentation and debrief.

Hybrid

Form fully in-person groups and fully remote groups to avoid split attention. Remote groups use the digital whiteboard, while in-person groups use wall posters. Have each group photograph or screen-share their board during the shared presentation phase.

Access and participation choices

• Offer spoken, digital text, or handwritten sticky-note submission.
• Participants may pass on public sharing by designating a peer to present the group board.
• Ensure color coding is paired with clear column labels so color vision deficiency does not impede participation.

If the session gets stuck

Participants define inventions purely by product names instead of underlying functional capabilities.

Prompt them to name the mechanism or technical component inside the product (for example, 'asynchronous notification service' rather than 'our mobile app').

Innovations in Column C simply re-state the original product rather than offering a new solution.

Ask: 'If you had to apply this technical value to a completely different industry or customer group, what would the offering look like?'

Terms used here

• Invention: A novel technical mechanism, asset, patent, or capability created by the organization.
• Value: The practical functional benefit or utility that a mechanism provides to a user.
• Innovation: The application of an invention or capability to solve a specific, verified customer problem.