Real? Win? Worth it? 

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What is Real? Win? Worth it?

Real? Win? Worth it? is a strategy to manage
risk and reward. It provides a way to rapidly assess the marketability of an innovation by asking a series of questions.

 

Why Real? Win? Worth it?

It is a disciplined process to reveal faulty assumptions and possible risks which helps to prevent and/or fix problems of idea execution.

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Process Phase

Develop

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Time

30 mins

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Materials

Pens, Stickers

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Method Card Reference

DI Method Cards_Compiled Deck_Version 2.
DI Method Cards_Compiled Deck_Version 2.

Procedure

Best Practices

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A.

There are 3 phases in total to downselect, prune and funnel ideas into a reasonable number of solutions.

B.

Work for combining ideas to better manage risks and impact.

C.

Compare ideas with respect to each other to create a relative decision compared to an absolute one (relative decisions are easier to make).

D.

Ideas that didn't pass through "Real" or "Win" phases may be downselected in the end if they are combined with other ideas to fit design opportunity and resources. Try focusing on "negative" ideas and their combination to find an optimal solution.

E.

In this method the team interaction and communication is important. Investigating all possible avenues to answer the fundamental questions is critical in combining and selecting ideas.

 

1.

Prepare

a list of ideas or concepts that your team has come up based on discussion.

Ask whether the concept(s) answer solid "yes" or "no" to fundamental questions (typed in bold) listed below under each step. The concept(s) that meet the requirements of a current stage may be explored further, while the "no" concept(s) are terminated.

2.

Is it Real?

Is the market real? Is it feasible?

Below are additional questions that help you to answer the fundamental question above:

  • Is there a need or desire for the product?

  • Can the target group buy into it and will they?

  • Is the size of the potential market adequate?

  • Is there an advantage compared to other solutions?

Is the product, service or system real?

Below are additional questions that help you to answer the fundamental question above:

  • Is there a clear concept?

  • Can the product be made?

  • Is the product real?

  • Will the final product satisfy the market?

3.

Can we Win? Is idea a winner?

The idea is called winning if it is impressive, "WOW!", inspiring, "AHA", "Why I never thought this way?" solution.

Can the product, service, or the system be competitive? 

Below are additional questions that help you to answer the fundamental question above:

  • Does it have a competitive advantage?

  • Can the advantage be sustained?

  • How will competitors respond?

Can our company be competitive?

Below are additional questions that help you to answer the fundamental question above:

  • Do we have superior resources?

  • Do we have an appropriate management?

4.

Is it Worth doing?

  • Will the product, service, or system be profitable at an acceptable risk?

  • Does launching the product, service, or system make strategic sense?

Below are additional questions that help you to answer the fundamental questions above:

  • Is it worth doing?

  • Is the risk acceptable (what can go wrong)?

  • Is the effort possible?

  • Is the capacity available?

  • Does it fit our strategy?

 

Demo Video

This video gives you a walk-through on how to do a Real? Win? Worth it? assessment, through a worked example of a Autonomous Vehicle Design Challenge.

Examples

 

Here is an example of "Real? Win? Worth?"method used for AV case study.

References

  1. Day, G. (2007, December). Is It Real? Can We Win? Is It Worth Doing?: Managing Risk and Reward in an Innovation Portfolio. Retrieved from https://hbr.org/2007/12/is-it-real-can-we-win-is-it-worth-doing-managing-risk-and-reward-in-an-innovation-portfolio

  2. Camburn, Bradley A., Jan M. Auernhammer, Karen Hui En Sng, Paul J. Mignone, Ryan M. Arlitt, K. Blake Perez, Zack Huang, Subarna Basnet, Lucienne T. Blessing, and Kristin L. Wood. "Design Innovation: A Study of Integrated Practice." In ASME 2017 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference (IDETC), pp. V007T06A031-V007T06A031. American Society of Mechanical Engineers, 2017.

  3. Teo, K., Wee, Y., Swee, A., Altybayeva, A., Gopal, M., Kamiso, N., Foo, D., Lauff, C., Wood, K.L., “Design Innovation (DI) Learning Modules,” SUTD-MIT International Design Centre (IDC), SUTD, Singapore, idc.sutd.edu.sg, 2018.