Unformatted text preview: ses, pharmaceutical drug discovery, and on and on... Copyright 2009 by Burke Robinson, LLC 16 8 Vision, values, mission, goals, and objectives... what do they mean for decision making?
"...landing a man on the Moon and returning him safely to the Earth..." before the decade is out, and at reasonable costs. -Departments NASA Agencies John F. Kennedy, May 25, 1961 Values: Add to scientific knowledge Develop advanced technology Beat the Russians Minimize injuries and deaths Lunar orbit, landing, and exploration Orbit the Moon successfully Land and lift off the Moon Complete scientific research Use vehicles to traverse surface Complete orbits as scheduled Land in specific locations Bring back soil and rock samples Travel to/from specific locations
17 Mercury Apollo Gemini Mission: Goals: 7 10 11 17 ... ... Objectives: Decisions are everywhere! Copyright 2009 by Burke Robinson, LLC Force field diagrams display forces pushing for and against specific strategic choices.
Forces pushing to stay with our current technology Filling our nearly empty R&D and marketing pipelines with new products will take a long time and cost a lot of money Our record of new technology innovation has been poor Forces pushing for a major change in our technology Our current product has been commoditized and must be reinvented, or replaced Technology advances by other leading companies will soon threaten our position Force field diagrams can be two-dimensional, as shown, or multi-dimensional to display 3, 4, 5, or more dimensions of forces. Copyright 2009 by Burke Robinson, LLC 18 9 Rules to brainstorm by...
1. 2. There is no such things as a dumb idea. Period! Brainstorming should be fun for all, loosely structured, and intellectually stimulating. Break down conceptual blocks (Jim Adams.) Use a Whack Pack of associative cards (Roger Van Oech.) Oech.) Do lateral thinking with caps (Edward de Bono.) Never, ever, criticize anyone else's ideas. "Out-of-the-box points are scored" when you ever, "Out-o...
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