Reflection- Mind Mapping

Challenge

I do business research aiming at identifying sustainable solutions that create shared value.  Therefore I collect data, which I then need to turn into meaningful insights. My clients differ  greatly from startups to established companies and from companies of traditional mindset to  game changers so my challenge is to take the next step after having analyzed the current state.  That is because different companies operate within a different socio-economic context and  therefore it’s hard to come up with integrated solutions that not only benefit one company but  create business, economic and environmental value at the same time.

Selection

The tool that helps me to do so is Mind Mapping as it allows for the identification of patterns  and themes that can lead to creative solutions. Mind Mapping is a valuable design tool that  helps to establish criteria for the idea generation phase and move from the current state to the  future state (from “what is” to “what if”).

Application

To apply the tool successfully it’s important to involve as many stakeholders as possible because  in the design process Mind Mapping is about mapping the minds of our clients. As such, I set up  a workshop at a comfortable meeting room, where I invite my existing or potential client(s) as  well as other stakeholders such as investors, governmental organizations or NGO’s when that is  relevant. They are all equipped with sticky notes and markers so they can take notes while they  go through all of the data that I have collected during my research that are presented in a visual  way, such as in large posters or pictures hanging on the walls. They then sit in tables of 5-8  people where they discuss together and cluster the points they found interesting under specific  themes. For so doing they add all of their sticky notes on one big board and try to see if and how  cluster themes can be connected. They also generate insights on each cluster by asking “so  what” on the observations they have made and make a sticky note of an insight statement for  each cluster. These insights will then be pivoted to represent the conditions that my  idea/solution has to satisfy in order to solve my client’s problem.

Insight

Stakeholders understand that they have been invited at this workshop because I need their  intuition in order to develop a solution. And as they feel part of the brainstorming they are  motivated to help create possibilities. The participants’ observations are essential to the design  process because they put different points of view together as they come from different  backgrounds/disciplines. Without their participation and without the application of the Mind  Mapping tool most of the ideas wouldn’t have been expressed.

Approach

For the idea generation process I believe Mind Mapping is the most appropriate tool as it helps  to focus on possibilities and not on barriers. Co-creation and symphonic thinking are essential to  the formation of a portfolio of new ideas. Perhaps there are alternative approaches, however I  find important that in Mind Mapping it’s possible to involve a large number of people and the  more the people the more the observations, which will eventually be translated to more  insights.

