I used this technique during a creative workshop for a large company. It was very useful and it helped my participants a lot to look at incremental steps for a new concept. Everyone was very enthusiastic and came up with +- 5 ideas per category. In the end we created with the 5 best ideas a new concept.
The advantage of this technique is that it really guides you towards the (re)creation of a product and/or service. This means that you start with a good guideline that tells you how to think about innovating products and services, so that you can't get lost in the ideation process. In the end you have a very sustainable concept that does not require radical changes in the company.
Hi Marie ... What were the final five categories your team focused on?
Thanks Marie! Frugal can indeed also be incremental and shouldn't be radical per definition.