DISMANTLING THE BOX — APPLYING PRINCIPLES FOR REDUCING PRECONCEPTIONS DURING IDEATION

Abstract

Many methods to facilitate “thinking outside the box” are described in the literature. However, less consideration has been given to reducing the limiting influence of preconceptions in order to increase the potential scope of innovative thinking. In other words, less consideration has been given to “dismantling the box”. Here, research is reported that involved application of principles for reducing preconceptions. These principles are drawn from research into diverse methods from a variety of disciplines, which are used to reduce the limiting influence of preconceptions. Prior to the reported field studies, and without knowledge of the field studies being carried out in the future, participants had ideated innovation proposals focused upon using technologies to achieve improvements to their internal operating efficiency. Subsequently, in all three field studies, participants ideated innovation proposals focused upon using technologies to introduce new offerings which could create new markets. Yet, the field studies involved no methods for facilitating “thinking outside the box” — rather application of principles for reducing preconceptions.