Tool 93: Idea Advocate

AKA

N/A

Classification

Evaluating/Selecting (ES)

Tool description

First used by the Battelle Institute of Frankfurt, Germany, the idea advocate is an excellent idea-evaluation tool. The team assigns the role of idea advocate to a participant who promotes a particular idea as the most valuable from a list of previously generated ideas. The more an idea advocate promotes different ideas, the more powerful the selection process, since every idea is fully examined by the evaluating team.

Typical application

• To ensure fair examination of all ideas.

• To give every presented idea equal chance of being selected.

• To uncover the positive aspects of every idea presented.

Problem-solving phase

→	Select and define problem or opportunity
	Identify and analyze causes or potential change
→	Develop and plan possible solutions or change
	Implement and evaluate solution or change
	Measure and report solution or change results
	Recognize and reward team efforts

Typically used by

	Research/statistics
1	Creativity/innovation
	Engineering
3	Project management
	Manufacturing
4	Marketing/sales
	Administration/documentation
	Servicing/support
	Customer/quality metrics
2	Change management

links to other tools

before

• Phillips 66

• Presentation

• Basili Data Collection Method

• Rating Matrix

• Buzz group

after

• Problem selection matrix

• Different point of view

• Barriers-and-aids analysis

• Run-it-by

• Needs Anaylsis

Notes and key points

• Consideration should be given to also assigning a devil's advocate for a more balanced assessment of certain proposed ideas.

Step-by-step procedure

• STEP 1 The team reviews a list of previously generated ideas.

• STEP 2 The next task is to assign idea advocate roles to: (a) the person who proposed the idea, (b) the person who will implement the idea, and (c) the person who strongly argues in support of selecting the idea.

• STEP 3 The team examines each idea as it is presented by an idea advocate who explains why selecting the idea makes sense and why the idea would indeed be the best among all others.

• STEP 4 After all idea advocates have presented their ideas, the team reaches consensus on which idea has the highest potential to solve a problem or improve a process.

Example of tool application