MSI - Multisensory Idea Development

Type of record:
  • Creativity technique
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Ideal innovation phases for this method:
  1. Innovation Phase
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  3. 2
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The MSI principle formulates the importance of sensory stimulation in the development of new ideas and the way in which they are integrated into the processes of organisations.

Neuroscientific findings show that brain activity and the ability to develop ideas depend on the intensity and content of individual sensory stimuli. If these are too weak, the brain tries to save energy by responding to stimuli with routine responses.

One of the reasons for this is that less than 0.01 percent of the brain's absorption capacity is available for conscious thinking and the development of ideas. Thus almost all sensory stimuli are directed into subconscious thinking and processed there. The result: Most everyday tasks are solved subconsciously by trained patterns. From brushing teeth to steering a car, the brain prefers to work without conscious thinking. Only in situations that the brain considers to be particularly important does it use consciousness to find a solution. It is at this moment that ideas arise.

The usual behaviour of the brain to respond to requests with pattern reactions makes it very difficult to find fresh ideas or alternative solutions in the normal working environment and in repetitive processes. Only by changing the external conditions and their perception can the brain be animated to activate conscious thinking.

If one follows the argumentation formulated in the MSI principle, the quality of sensory stimuli is the essential key to increasing the production of ideas.

The terms MSI and multisensory idea development as well as the described knowledge were coined by Sabine and Jørn Rings of the company NEU - Gesellschaft für Innovation mbH.
  • Effective for all innovation types
  • Effective for disruptive innovations
  • 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
  • P5 Idea Finding (ideation - idea generation - creative phase - incubation)
  • P6 Idea enrichment (idea combination - idea integration)
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