143 desIgn 143 IdeatIon The task of generating new ideas should not be left exclusively to those typically con- sidered to be “creative types.” Ideation is a team exercise. In fact, by its very nature business model innovation requires the participation of people from across the entire organization. Business model innovation is about seeking to create value by exploring new business model building blocks and forging innovative links between blocks. This can involve all nine blocks of the canvas, whether Distribution Channels, Revenue Streams, or Key Resources. Thus it requires input and ideas from people representing multiple areas. That’s why assembling the right task force is a critical prerequisite for generating new business model ideas. Thinking about business model innovation should not be confi ned to the R&D unit or the strategic planning offi ce. Business model innova- tion teams should have a diverse membership. The diversity will help you generate, discuss, and select new ideas. Consider adding outsiders, or even children. Diversity works. But make sure to teach people how to listen actively, and consider engaging a neutral facilitator for key meetings. The task of generating new ideas should not be left exclusively to those typically con- sidered to be “creative types.” Ideation is a team exercise. In fact, by its very nature business model innovation requires the participation of people from across the entire organization. Business model innovation is about seeking to create value by exploring Assemble a Diverse Team A diverse business model innovation team has members . . . • from various business units • of different ages • with different areas of expertise • of differing levels of seniority • with a mixture of experiences • from different cultural backgrounds bmgen_final.indd 143 6/15/10 5:40 PM