A morphological matrix is a form of random stimulation that can be used solo or in groups and which has been around for a while. It does not have a sexy name like some creative techniques, but it is ideal for generating ideas when you have an idea about what you wish to do but not how you might go about doing it.
This ideation technique is best understool by looking at an example. If you were a TV producer you might ask the question “How might we go about creating a new soap opera?” To use this technique in such a case, first create a table with ten rows labelled 0 – 9 and 4 columns initially numbered 1 to 4.
Next perform the following steps:
When you have sufficient combinations, choose one (or more if you have time) to examine in greater detail. You might use them as generated or they might suggest something else to you.
Derek Cheshire is an innovation strategist and expert on the topics of innovation and business creativity. He is creator of the Innovation Equation, author of articles such as ‘Slow Innovation’ and ‘How To Generate 20 Business Ideas Over Coffee’ and has appeared on the CNBC program ‘The Business Of Innovation.’ E-mail Derek at [email protected] or visit www.creative4business.co.uk.