Attribute listing is one of the best ways to generate ideas, whereby there any many parts to the problem/ challenge faced. If you are asked to generate ideas or solutions to a complex challenge, the first thing you can do is to list all the attributes of your problem.

These may include:

• Physical
  

• Mental
  

• Emotional
  

• Social
  

• and more (depending on the complexity of the challenge)
  

By doing so, you can then concentrate on each attribute at a time. This will no doubt give you more peace of mind (and pulling of your hairs) when generating your ideas.

The attribute listing technique is often used in a Research & Development (R&D) department of many companies, especially those who are constantly producing innovative products to have an advantage over their competitors.

Let’s go through this worked example to give you a better understanding of how attributes listing can be of help to you.

Putting Your Elements to Work:

Try to generate oodles of ideas using attributes listing with these sets of challenges:

1. Design a new toy for children under 6 years old to teach them simple arithmetic. Safety is an important attribute.

2. Create a campaign to encourage people to stop smoking. (Think through the attributes: Physical, Mental, Emotional and Social)

3. Set up an effective marketing plan (there are many parts to a good marketing plan: the 4 P’s – Product, Price, Place and Promotion) for your new products.

Have Fun!

Dr. Alvin Chan is a Senior Research Consultant at First Quatermain Centre of Collaborative Innovation (www.firstquatermain.com).

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