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About this Author
Gwen Smith Ishmael, Sr. Vice President of Insights and Innovation at Decision Analyst in Arlington, TX, has led marketing and new product development activities in the CPG and technology industries since 1986. She also conceived and developed ground-breaking Web-based promotional vehicles, two of which are patent pending. Gwen holds an MBA in Marketing and is a featured speaker on insights and innovation around the world. Her writings have been featured in international text books, most recently in Managing 4 Ps of Marketing FMCG Sector, and Product Innovation: A Strategic Tool for Growth, by ICFAI Publications, 2006 and 2007, respectively.

Founding Author

Renee Hopkins Callahan Renee Hopkins Callahan started IdeaFlow and serves as chief blog-wrangler. She is Director of Innovation Services at Decision Analyst in Arlington, Texas, is a former journalist who worked as an editor and reporter for The Dallas Morning News and the Nashville Tennessean, and was managing editor of D, the Dallas city magazine. She has a master's degree in rhetoric and has also taught college-level English and informal logic.
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February 6, 2003

Winterfest, Day 2:Learning The CPS Two-Step

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Posted by Renee Hopkins Callahan

My question’s been answered: Our Springboard facilitators are teaching us the dance that gives CPS its power.


We’re also learning how to frame the questions that drive this process, and the tools that help all along the way. But the basic step is in fact a two-step:


Step One - Diverge, or make a list

  • Suspend judgment

  • Go for quantity

  • Seek wild and unusual ideas

  • Combine with other ideas

  • Write everything down

  • Step Two - Converge, or make choices

  • Improve ideas

  • Judge affirmatively

  • Be deliberate

  • Consider novelty

  • Check with your objectives

  • We dip and sway across complex problems, dancing in and out of the lists and lists and lists we make. Diverging and converging at every stage of the process. “Round and ‘round the problem we go, developing a goal statement here, honing a problem statement there, brainstorming criteria, facts, ideas, and, finally, a solution and an action plan.


    Tomorrow, we will practice on each other until hopefully by the end of the day we will not only be able to do this on our own, we will actually be graceful as we lead a client or a group through this dance.

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