At Big Idea Group, we've noticed that many of our most successful inventors take one of two paths. Either they focus on producing select, highly polished presentations ("quality") or they churn out less refined presentations in volume ("quantity"). Both approaches have something to be said for them.
The Quality Approach
Inventors in the quality camp assume that clients are busy and focused on almost everything EXCEPT reviewing, refining, and launching inventions from outside sources. To overcome resistance, they take the approach of trying to do as much work for the client as possible. This means delivering a complete presentation that includes everything from trend analysis to competitive and IP research, positioning, and engineering. The product might even be sourced and packaged basically ready to go. Everything is delivered in a visually compelling, concise, but complete format.
Obviously, this approach takes a lot of time, money, and energy. The inventors who make this work develop a few key relationships. This allows them the maximum amount of inside information and leverages contacts from job to job.
One important note: The quality approach does not mean that inventors blindly commit to projects before developing them. Quality inventors typically weed through dozens of ideas before honing in on one that warrants this full-blown treatment.
The Quantity Approach
Quantity inventors also assume that clients are not focused on outside submissions. However, these inventors try to hedge their bets by not investing too much in any one idea. This opposite, but equally valid strategy involves doing lots of preliminary idea generation, typically supported with strong visuals, plus some positioning and a little competitive research. During the course of a meeting with a client, they might flash through 10-20 concept boards. Only after receiving strong, positive feedback from the client do the quantity inventors pursue an idea in depth.
An equally important note: "Quantity" doesn't mean that the presentation is sloppy or unprofessional. It simply isn't as fully developed as one the quality inventor delivers.
Ending up in the Same Place
While quality and quantity inventors might start in different places, they end up running through the same checklist to bring an idea to market. Quality inventors must winnow their ideas to chase only the best. And quantity inventors must ultimately invest the time, resources, and money to "go deeper" when given encouragement by the buyer.
Think innovation. Think BIG.
Mike Collins
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Big Idea Group was created by Michael Collins. Mr. Collins is an inventor and serial entrepreneur. Mr. Collins has an undergraduate degree in engineering from Dartmouth and an MBA from Harvard Business School. He founded Kid Galaxy, a specialty toy company and producer of the award-winning Bendos line. Mr. Collins is a frequent speaker on the business of innovation, appearing at industry conventions, university forums, and inventor groups. He can be contacted at