How to be Objective while pursuing your own ideas

Harry Isenstein  Newcastle 15/11/18

Entrepreneurs Society, Newcastle University

If you are a creative type, it’s likely that you’ll be conjuring up ideas regularly. In your head, these ideas are all viable in the commercial world and you'd be ready to start its production tomorrow if there were a customer base for it. It is this delusion that could spell an early failure for the concept.

How can intrapreneurs avoid this?

The best route, and most difficult one to take is an objective one. When intrapreneurs conjure up ideas they tend to become emotionally attached to them. This can lead to them being unable to accept rejection and  to failing to see other potential developmental areas for their idea, which they hadn’t yet considered.
One way to do this would be to ask employees from within their company to provide honest feedback on the idea. The more departments, the better the feedback is, as one idea that works in the sales team may be impossible or even damaging to the company by the manufacturing team. Pitching an idea to the entire company  will strengthen the way it’s received as it will have the input and backing of multiple departments.

Staying objective about a concept doesn’t have to solely occur within their own company.
Objectivity is key in the case intrapreneurs were planning to create their own venture as well. Objectivity is vital, and knowing whether an idea is viable may take some time but is definitely necessary.
This could be done via surveys, or by building it and testing whether it meets the needs and desires of potential customers.

This is where building an object profile of a potential customer is a crucial part of the process as well. It is important that intrapreneurs know the specific characteristics and needs of their potential consumers, changing their original idea of the target market if necessary. 

Between coming up with an idea and seeing it come to life, a lot of time passes. It is important that during this time intrapreneurs make assumptions, test them and are willing to modify their original ideas and vision.
Patience is key, listening and absorbing is essential.
Intrapreneurs should leverage others' knowledge and opinions and strengthen their concept in its viability. 

This testing phase may be particularly tough for an intrapreneur, being faced with criticism and, often, disappointment.
However, it remains a fundamental step in the developing process of an idea, particularly in heightening the confidence of investors, securing early adopters, and building a strong support network.

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