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November 1, 2008
This book in outline is less a management book read than a toolkit schematic to put into immediate practice the essence of Ken Hudson’s premise. This is explained in the 10 page introduction, which is that if people will seek to both apply a different lens to how they look at problems and also seek to change the problem they are seeking to resolve, they will break the impasse of using the past and current performance measures to make key decisions.

Hudson then puts this into action by taking six well known management issues from the outline for solving problems in a more powerful way through growth opportunities; improving personal performance; team performance; selling with more impact and breakthrough leadership. Each module comes with ten tools each tool covered in two pages of outline of the idea and diagram plus a war story from Hudson’s own use of the idea.

With such a simple read the proof of the pudding is in the eating and having personally attempted some initial testing alone and in teams am finding that while initially very simple the key benefit is to get issues stated simply (as the ten tools are) and seeing where the debate goes to. This book is not about executing the ideas successfully (how could it in 140 pages be) but in creating a better culture of creatively testing "what might be".

One suspects if converted after reading that you will be reaching out for it before many meetings to quickly remind yourself of how to be more creatively challenging with your colleagues.

By Siriam (London United Kingdom)

     
September 25, 2008
August is not often considered a month of great productivity and innovation for business. Instead, it is known as a time for factory shutdowns for retooling, last of the summer vacations, and preoccupation with return to school activities.

Author Ken Hudson in his new book, The Idea Generator: Tools for Business Growth, offers a unique set of ideas for looking at problems, opportunities or issues that could possibly change the slacker August viewpoint as well as how we create ideas for business any time of the year. Hudson suggests that by changing the way you look at a problem, as well as changing the nature of the problem, can enable you to perform at a higher level than ever before.

Most of us are stuck in our business thinking, he warns. This is particularly disastrous for businesses at a time when a product’s shelf life is limited, when shareholders want faster results and better performance, and employees want a better work/life balance.

Such pressures, particularly in the current economic downturn, come at a time when staffs and budgets are smaller and time is a scarce commodity. Many leaders know that what worked in the past will no longer work in the future, but they don’t know how to create alternative ideas.

The Idea Generator offers a way to look at these issues in a different way that will allow individuals and company new opportunities for achieving their business goals. Hudson brings to his ideas the experience of working with numerous global companies, including Disney, DuPont, Kellogg’s, Heinz, Colgate and Unilever.

Hudson terms his process for idea generation simply "becoming unstuck–moving beyond a rigid view to a more dynamic and productive one." A change of mindset gives you the ability to out-think and out-imagine the competition, he says. To do so, you need a new set of tools. Hudson’s book provides that in a way that is simultaneously simple and brilliant. This isn’t a simple box of tools; it’s an entire truckload.

The Idea Generator model suggests that in every situation there are two elements: the problem, goal or opportunity you are dealing with and the way of `seeing’ this problem. Hudson suggests that both of these can be changed in order to alter the outcome.

He gives a real-life example of a major garbage bag brand. The leaders of the company were struggling to increase market share. When Hudson began consulting with them, he found their mindset was that garbage bags were a `low interest and low involvement’ item for consumers (as compared to high interest in such items as cell phone.) The company targeted their marketing in this way, emphasizing price promotions.

Hudson challenged the group to try the lens of making garbage bags interesting. This led to many breakthrough ideas, including deodorizing bags and garbage bags on wheels.

The author then suggested that the company see garbage bags not simply through one new lens, but through several. Each lens, he says, represents a partial view. The Idea Generator method involves shifting the current lens to obtain a more complete or different view.

The Idea Generator proposes this method as a means to change your lens at will. The shift of view can be quite dramatic and can generate many new ideas and opportunities. For example, `being green’ was only recently seen as an increase in costs. Now, the environment is perceived as an enormous business opportunity. GE, through its Ecoimagination program, has delivered over $10 billion in sales.

Learning and using this method can also have an effect on your personal life, Hudson says. Learning to create different ways of seeing a situation can change the outcome in your daily life and interactions with others.

The book is divided into chapters containing 10 tools, each proven to be effective in many different businesses. Each tool is given a page of explanation, followed by a page of suggestions for applications. The tools are simple, flexible, and can be customized for use in a variety of situations ranging from your business to your career.

Among Hudson’s suggestions for creating new opportunities and solving problems are:
* Create a new lens to view failure
* Develop a radical new goal for every process that is two years old
* Define what winning means
* Imagine the perfect team result
* Re-imagine your business

This is an excellent, practical book to help you develop new opportunities for yourself and your business. Its easy-to-read layout and design make it perfect for selecting a tool and applying it to a current situation or problem. The Idea Generator is a creative resource for finding solutions and to help discover new directions.
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By Paul Sanders (Lexington, KY)

     
This book is a gem. It gave me sound and structured methods to develop creative ideas which I can use not only in the business world but also in my daily routines. I would highly suggest this book to anyone who is pressed for time and needs results fast.

The tools used in this book helped me increase my speed at which i was able to develop ideas. Additionally, after developing these ideas, most of which i would have never thought of without this book, I was able to pursue a different path which I had not previously considered.

I think that "The Idea Generator" is a really handy book to have for any professional who wants to develop great ideas but doesn’t know where to start. This book gives anyone (professional or otherwise) the building blocks to a more creative and idea rich future.

By Bradley J. Kellogg