上游气通大学 Common Concept SHANGHAI JIAO TONG UNIVERSITY Generation Problems 1. Impatience > Considering only 1 or 2 alternatives > Often proposed by the most assertive team members 2. Did not do your background work > Failure to consider concepts from other companies Consider both related and unrelated products 3. Poor Process Involvement of only 1 or 2 people > Results in lack of confidence and commitment by other team membersCommon Concept Generation Problems 1. Impatience  Considering only 1 or 2 alternatives  Often proposed by the most assertive team members 2. Did not do your background work  Failure to consider concepts from other companies  Consider both related and unrelated products 3. Poor Process  Involvement of only 1 or 2 people  Results in lack of confidence and commitment by other team members