Specific Focus

Type of record:
  • Micro method
Handout PDF-Export Add experience
Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
  9. 8
  10. 9
  11. 10


The basis for creative work is the definition of a goal, which is to be achieved with the help of various methods. However, this is often one of the most difficult tasks, to put the focus of all participants on this goal, so that the brainstorming accompanies a common path.

The Specific Focus helps to shape this foundation. In this context, focus is to be understood as the concentration on a certain topic with which the individual or the entire team starts creative work.

One can either concentrate on a general topic or aim for a targeted concentration.

Concentration on the general subject area:
Already in the designation it is contained that the focus must hold itself here very generally. Regardless of whether the focus is broad or narrow, thinking is in any case hardly inferior to concrete problems or requirements, but offers far-reaching scope. So you could look for ideas on how to design a low-cost airline or how to lower the service of a low-cost airline. On the one hand one can think here in many directions, but there is the danger with too narrowly defined subject areas that the solutions are already very limited from the outset. It is therefore important not to focus on problems through the back door (as in the second example).

Targeted concentration:
Linking the focus area to the question of purpose or goal gives a more concrete approach that many people are familiar with. This is about solving problems, reaching a point in the form of a task or taking advantage of a recognized opportunity. Problem solving must not be seen as pure improvement, since it only aims at changing something that already exists. The task is not only to solve the problem, but also to achieve a certain goal, not simply to eliminate the problem. This opportunity is intended to facilitate further entrepreneurial development. But all three are always based on one purpose.

However, the specific focus can also help with a routine review or the so-called idea-sensitive point. This point could have a particularly high impact if you focus your specific focus on it.
  • Effective for all innovation types
  • Effective for highly complex challenges
  • Effective for incremental innovations and improvements
  • Effective for low complex challenges
  • Effective for medium complex challenges
  • Effective for radical innovations
  • P1 Understanding (identify innovation fields - problem solving)
  • P2 Analysis (problems - challenges - environment - people - products)
  • P3 Observe (people - environment - product use)
  • P5 Idea Finding (ideation - idea generation - creative phase - incubation)
Register now for free