Ideas

Context leaders sponsor idea campaigns that solicit specific change proposals for a general change theme (that emerged as a promising lever). Idea generation encourages divergent thinking and seeks high-quality inputs from a wide range of stakeholders and subject-matter experts. Ideas can propose changes to products, processes, people, pricing, practices, etc. that can be described with enough specific detail to support comparative evaluation.

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Example Syntax:

"We could change <this specific thing> to move in the direction called out by <this change theme or lever>."

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For more:

• "Purpose-Driven Innovation", Jeffrey Baumgartner (2009).