Brainstormings

Generating a list of hypotheses (or ideas)

Examples

An iron-ore mining company has seen its revenue drop 30% in the last year despite heavy investments, what are plausible hypotheses that could explain that?

A large uni wants more applicants for their undergrad program next year. What are some ideas of what they could do to get that?

Apple wants to launch a cheaper version of iPhone - what are the risks?

Volume

Demand is down

Market share is down

Production

Avg. price

Product mix

Company specific price

Market price

3-step approach

  1. Define and structure
  1. Prioritize drivers
  1. Generate hypotheses

Define specifically

Structure with MECE issue trees

Make structure problem-specific

Drill: What can a city do to increase utilization rate of its shared bicycles? (# of hours per day average bike is in use)

  1. Ask for data
  1. Give rationals for each issue
  1. Never imply other issues cannot be the cause

High likelihood

High impact

Increase perceive value of bikes

Reduce hassle

Increase actual value

Improving bicycles (equipment or maintenance)

Build better bike road (infrastructures)

Easy registration and payment procedure

Reduce walking distance

Improve bike pick-up interfaces

Strategic location of bike station

Improve perception

Advertising benefits

improve PR

Online vs offline

Sign-up steps

Sign-up problems

Simplify bike pick-up process

Reduce stuff needed (smartphone, cards, etc.)

Reduce errors

Integrate bike station with public transport

Distribute the bike throughout the city