Vadim Kotelnikov advice strategic thinking think both inside out and outside im


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Idea Evaluation:
42 Perceptual Positions

Simple and Very Effective Technique
for Fast Evaluation of Strategic Ideas


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Perceptual positions
can help you gain new understanding through seeing things from different perspectives.


4 NLP Perceptual Positions

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Cross-functional Collaboration

A diversity of ideas and opinions are needed to generate high quality solutions. 


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The Four Perceptual Positions


1. Strategist  Download PowerPoint presentation, pdf e-book

What are the long term benefits of this idea?

Will it strengthen our sustainable competitive advantage?

How does it fit into our overall strategy?

Can we change our strategy to accommodate this idea, if required?

Are there synergy opportunities with other ideas, functions, processes, innovations or business units?

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2. Entrepreneur  Download PowerPoint presentation, pdf e-book

Will it help us create an extraordinary customer value? Is it profitable? What new amazing opportunities it may open?

Will it inspire and excite our people? How can we get everyone to buy in to the process? When and how can we start?

What are the critical phases and milestones of the idea implementation process? How much should we invest in each phase? How much will we earn?

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3. Technologist  Download PowerPoint presentation, pdf e-book

Can the idea actually be implemented?

What is the failure risk?

How the failure risk could be reduced?

What are the possible ways to implement this idea? What way is the fastest one? What way is the cheapest one? What way is the most cost-effective one?

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4. Salesperson  Download PowerPoint presentation, pdf e-book

Will it differentiate us from our competitors in the eyes of our customers?

Will it open an entirely new market niche? What are the competitive offers available in the market?

How will the targeted customers react to this idea?

How can we make the idea more attractive to our prospective customers?

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The Two Attitudes

  Temper your optimism with pessimism


A. Optimist

Be enthusiastic about the possible upside of the investment in the idea. Search for advantages and opportunities.

What benefits it will offer?

Why our targeted customer will be happy to buy it?

Why will it work?

Why will the key stakeholders support the idea?

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B. Pessimist

Be skeptical and critical about all the different ways that your efforts and money can be lost. Search for faults, disadvantages and possible negative side effects.

What are the risks?

Why may the stakeholders dislike the idea?

Why will the customers reject it?

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 "A primary function of art and thought is to liberate the individual from
the tyranny of his
culture in the environmental sense and
to permit him to stand beyond it in an autonomy of
perception and judgment."
~ Beverly Sills