The author subdivides the selection of new ideas into
two steps:
- Divergent step: here is where the Angel’s Advocate technique
is used in order not to exclude the idea “a priori”.
- Convergent step: then it is necessary to go on with the evaluation
with some different criteria. The author suggests a score system method.
The author claims that new ideas selection and evaluation are very different
because there are difficulties in understanding it completely, in depth
and in its different dimensions, and this leads to the necessity of the
above-mentioned division.
The Angel’s Advocate technique analyses the new idea considering
it from a different view.
This technique consists of three steps:
1. idea reformulation, in order to verify its comprehension
and to show respect to the proponent;
2. indication of positive relation through the formula
“What I like of your idea is…”. Here is better to not
give a hasty judgement like this: “I like your idea because…”;
3. ask questions about unclear aspects in order to understand
better the idea and also to help the proponent describe it in depth.
Example:
«Let’s suppose a friend
comes to me and submits his idea about free workshops on creativity
for people looking for a job. This idea would be useful for Gimca notoriety
and image. [Gimca is a group of 3 consultant firms that work in Europe
and other continents; Jaoui is the president and some of their customers
are important firms and public administations].
My first reaction would be to shrug my shoulders and tell him I have
other fish to fry.
But I decide I am the Angel’s Advocate and start saying to my
friend: “If I understand correctly, you are suggesting to give
all the unemployed free courses on creativity”.
He replies: “I didn’t say ‘unemployed’, I just
said ‘people looking for a job’. There is a subtle difference.
On the other hand you are right to point it out: I wasn’t suggesting
to offer free seminars all over France, but to do a few of them around
Paris”.
Then I say: “OK. What I like about your idea is that:
• you believe in the good qualities of creativity;
• our techniques would be really useful, both for people looking
for a job and for people in charge of finding jobs for the others;
• you call upon my own generosity.. without forgetting my economic
responsibilities as a president of a company...
• our notoriety would be spread wide and far for sure”.
I go on with a series of questions:
• “Do you know someone who could organize such seminars?”
• “Have you got any idea about the programme, the methods,
the place?”
• “How do you think we may advertise this initiative without
seeming demagogical or disappointing?”
• “Which papers or organizations may support us?”
• “Did you think about other ways to help the unemployed?”
• “Any other idea about promoting creativity and public
relations in Gimca?”
After each question, of course,
I give my friend some time to answer and I listen carefully to what
he says, avoiding usual “Yes, but...”.
At the end of the discussion, even if I decide not to support my friend’s
proposal, he wouldn’t be discouraged from coming to me again and
submit some other idea, while at the same time I would have gained something
useful from this dialogue anyway.
When coming to important matters,
leaving some’pregnancy’ time between divergent and convergent
steps is recommended: familiarization with new ideas is definitely favourable
to the objectivity of their evaluation».
[Jaoui, 1991]
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