That's the Idea

Throughout my career, spanning many years, I have been in the business of ideas. That shouldn’t surprise anyone, because as a designer, you live for new and unique observations, and thus for new ideas. It’s a common approach for designers to problem-solve by using the “What if?” method to generate a great idea. What if we could do it this way, or what if we could find a solution to this? Ideas need to be pushed at.

My former colleagues at Fisher Price, Larry Nagode and Dave Moomaw, had an idea: what if we had a child push around a toy lawnmower that blows bubbles and makes running around even more fun? Not a culture-changing idea, but a year-in and year-out product that delights children and remains a classic in the toy industry.

Back in the mid-90s, I thought it might be an interesting idea to combine a classic U-Drive-It dashboard toy with the power of emerging computers, allowing a child to “drive” through an immersive landscape displayed on the screen and play games using your product. Wonder Tools, a big idea with plenty of hype, was showcased at that year’s CES, but the concept was a bit too ahead of its time. Not all computers were compatible, and the idea of merging the two was just too unfamiliar.

So, where’s the tipping point for a new idea?

As Malcolm Gladwell pointed out years ago, small changes in the system can trigger big changes. The Bubble Lawnmower example is a purely conceptual mashup of ideas, one that had never been seen before. It has a stickiness. Wonder Tools was an idea that computers would change the way we work and play. Correct, but timing must be just right for it to succeed. Several other companies had the idea that products like “key toppers” (products that sit on the keyboard to activate play using the power of the PC) would take off due to the emergence of generational computers. We just weren’t at the boiling point of critical mass. Still, both great ideas, nevertheless! Today, these “tech” ideas would be met with Meh.

Ideas are everywhere. I’m not alone here either. Anyone in business, product design, or the creative arts thrives on generating new ideas. After all, an idea is a thought or suggestion as to a possible course of action, a concept or mental impression, or an opinion or belief, according to the New Oxford American Dictionary.

Ideas emerge from the need to solve a problem, enlighten an experience, or find a better way to do something. In product development or manufacturing, new ideas are often those that help drive growth and increase the bottom line. In the entertainment business, a new way to present a story is always a great idea. Figuring out a way to organize your desk drawer allows your creative ideation to thrive!

Ideas, we all have them. The trick is to bring truly unique ideas to fruition. I have written in the past about the culture of “no,” and ideas are in constant confrontation with “no.” History is replete with instances of people dismissing new ideas. Those who persevere, those who have an affinity for being persuaders, help. I have seen many great ideas that have been overlooked and never given the chance to be applied. Risk is in the eyes of the beholder, and ideas are often looked at as risk. I really respect those who take on the risk.

From your everyday problems to thinking about a whole new product solution, ideas are at the base of your thinking. Enjoy coming up with ideas—lots of them. I have. Some will be great, others not so much, but keep ideating. It makes life that much more fun.