The process of coming up with a new business process through idea generation often involves brainstorming in informal settings such as off-sites, strategy sessions, and early-phase innovation projects. It relies on conceptual metaphors and is used to find new ways of seeing how the business works and to answer complex managerial challenges. This could involve restructuring an organization, codifying a system for making decisions, among others.
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Although managers don't necessarily think of visualization as a tool to support idea generation, Berinato says, they use it to brainstorm all the time whether it is on whiteboards or on butcher paper. "Like idea illustration, idea generation relies on conceptual metaphors, but it takes place in more informal settings, such as off-sites, strategy sessions, and early-phase innovation projects. It's used to find new ways of seeing how the business works and to answer complex managerial challenges: restructuring an organization, coming up with a new business process, codifying a system for making decisions," he says.
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