Page 101 - The Design Thinking Playbook

The clustering can be used at an earlier stage to preselect the ideas, such as on the basis of
the speed of dissemination and implementability, or on the basis of a Churchill matrix with
the dimensions of importance and urgency.

G) Stepwise selection using the “speed of H) Selection based on the criteria of “important and urgent”
dissemination and implementability” matrix

The first step of this two-tier procedure focuses on the speed of dissemination and the speed of adapta-
tion. Especially in a political environment—which prevails at Peter’s company, for instance—it is useful
to consider the decision makers and one’s own influence on the potential rollout. The best ideas are char-
acterized by rapid dissemination and fast adaptation. In a second step, the implementability and financial high, later high, now
feasibility are investigated. This results in implementation alternatives or indications of the functional Important
scope.
low, later low, now

STEP 1: STEP 2:
Urgent

Continue to develop
Search for partners
Develop the idea
Build
only if we can
further
Speed of adaptation Quick develop only if we can influence the rollout Financially feasible Yes a prototype yourself for the implemen- This matrix is particularly suitable when the search is for which
tation
measures to use.
We show the urgency on the x-axis and the importance on the y-axis.
Continue to
Revise/
Then we discuss with the team which measures must be allocated to
influence the buy-in of
Slow
Find
decision makers who
the idea
influence the rollout alternative ideas No simplify Discard the idea which quadrant. Once all measures have been entered, we can enter
the to-do’s, including the respective responsibilities, and determine
milestones.
Quick Slow Yes No
Speed of dissemination Implementability

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