Thinking Managers

Edward de Bono of believes that entrepreneurship needs an effective design as well as new ideas.

The Design of Entrepreneurship

At a recent East of England Development (EEDA) conference I was speaking on the topic of entrepreneurship.

Is it necessary to have new ideas for entrepreneurship? If you open a corner shop in the usual manner but do it in a new location, is that a new idea?

New ideas vary from the above to software systems and the like. So if the definitions are broad enough then you can say that entrepreneurship needs new ideas.

By changing round the letters of EEDA you can get EDEA, to stand for: Effective Design of Entrepreneurial Action.

So now there is an idea and an edea too.

You need more than just an idea. You must have a design to put that idea into action.

Creative people tend to emphasise the novelty of a new idea but that aspect is thought of as a high risk to the person making the assessment of the idea.

The creative person would be better off emphasising the value and benefits of the new idea rather than its novelty.

This brings us to another new word: ADEA, or Asset Demonstration for Evaluation Acceptance.

The design effort is now pointed towards ways of showing clearly the benefits and potential benefits of the idea: “This is a really new idea - it has never been done before; it is completely original”; “This is not entirely new, but there are very significant benefits and even more potential benefits from this idea; the benefits are as follows.

The second idea is liable to get further than the first one. It is always necessary to spell out the adea.

It is worthwhile pointing out the obstacles and difficulties that might be met along the way to putting the idea into action.

Which gives us an ODEA: Obstacles and Difficulties Envisaged Ahead.

An odea could be part of an edea but it could be worthwhile sketching out the odea before designing the edea.

About the author
Edward de Bono is the world's leading authority in the field of creative thinking and the teaching of thinking as a skill.