Gartner Research

Market Insight: Six Techniques to Maximize Digital Business Ideation Project Revenue and Margins

Published: 31 October 2017

ID: G00342083

Analyst(s): Rob Addy


Technology product management leaders looking to maximize revenue and margins associated with "ideation as a service" (also known as rapid prototyping, minimum viable product creation and innovation workshops) must extend offerings with low-touch, high-value elements and expand the engagement scope.

Table Of Contents


  • Six Techniques to Maximizing Digital Business Ideation Project Revenue and Margins
    • Technique 1: Ambiguity Is Not Our Friend; We Must Define What We Will Deliver
    • Technique 2: Break the Ideation Process Into Discrete Stages
    • Technique 3: Extend and Augment Traditional Time and Materials Aspects With "Margin Maximizers"
    • Technique 4: Expand the Engagement Scope by Introducing Deliberate Redundancy
    • Technique 5: Attempt to Separate the Success of the Ideation Project From the Success of the Project Outputs
    • Technique 6: Position a Value-Based Tiered Portfolio of Options, Not a Single Binary Decision Point
  • An Example of What an Ideation-as-a-Service Offering Portfolio Could Look Like

Background and Context

The Impact


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