Creating a Galazy of Ideas

by Mark S. Fulton

H.G. Wells’ The War of the Worlds is a story about survival. The plot pits humankind against a swarm of Martians, who zoom around blasting everything in sight with death rays.

At first, the hapless earthlings can only watch in horror as the merciless space invaders turn buildings into burning rubble. But then, just when it appears there is no stopping the seemingly invincible attackers, the tide turns.

Martians, it turns out, have no immunity to our planet's germs. Once they are exposed to Earth’s potpourri of pathogens, the alien bad guys start dropping like, well, flying saucers.

Wouldn’t it be nice if winning the battle against your competitors were that simple? If only they had some flaw that would cause them to flee from your world and leave you alone with your customers. Of course, that's highly unlikely. It's more likely they will occasionally zap your business with their discounts or pummel your profits with their promotional schemes.

But you don't have to stand by helplessly and watch your bottom line shrivel. You can fight back against an eroding market share by doing a little space exploration of your own with a brainstorming technique called galaxy mapping.

In the center of a white board or a large pad of paper, write the challenge that you face. The statement should focus on one essential aspect of your business. For example, you might write: Our product seems old compared to our competitor's product. Draw a circle around the statement.

Next, around the center circle, write some possible root causes for the problem. In this case, you might write: We haven't changed the product in years; The product's design looks old; Customers like trying new things; Our competitor's product has something our product doesn't have; and so forth. Draw circles around these items and draw a line to the center circle.

Around each root cause circle, write some possible solutions to that cause. Once you've exhausted obvious solutions, think outside the box and write down other solutions, no matter how improbable they may be. When you are done, you should have a host of solutions orbiting each root cause.

Here are some questions to ask in the solution-finding step:

How can we modify the product to add value, ease of use, attractiveness?

What can we add to the product to make it do more?

Can we make the product smaller, less complex or lighter?

Is there a way to substitute an unusual component for something in the product?

Can we rearrange the product's components so that it can be used for something else?

Now that you have created a map of your problem, its root causes and some possible solutions, choose the best solutions and create a new galaxy map for each.

Begin brainstorming each solution for more ideas, some of which may not even be related to the original problem. For example, one solution for the old product problem may be to change its design by radically altering its shape. I recently purchased a new iMac computer from Apple. The central processing unit is a white dome with a jointed steel arm sticking out of the top. The flat panel monitor on the end of the arm can be moved into virtually any position.

By completely violating the old concept of what a computer should look like, Apple has created a brilliant marriage of design and function. In their marketing campaign, they refer to the new iMac as a “digital hub.” It looks like what it is.

Which came first––the idea for its shape or the hub marketing concept? I don't know. The point is that Apple's solution to the problem of all computers looking alike has spawned more ideas for marketing the product.

Likewise, solutions for your problem may take your brainstorming in new directions. New products, processes, services––even new directions for your business––can come out of this kind of brainstorming. Write your ideas down around the original solution, circle them and begin brainstorming each new idea. Soon you'll have a whole constellation of concepts to work with.

The secret to galaxy mapping and other brainstorming techniques is to look at things from different perspectives. Throw away your preconceptions.

Don't accept an assumptions. The following illustration makes the point.

Two Martians landed their spaceship in a small American town. After a week of studying this little section of suburbia, they filed this report:

Imperial Commander, Earthlings are a vary advanced race of four-wheeled metal creatures. They live in small structures attached to larger structure where their service units live. These service units are fragile, two-legged beings who wash the Earthlings, feed them with hoses and serve as drivers whenever an Earthling wants to go somewhere.

Use galaxy mapping to help you see your products and services from a new perspective. Then chart a course to profitable innovations.

Copyright 2002 © Mark S. Fulton