Business week has an article in Innovation section, where the brain storming session at Samsung has been explined in detail.
The summary is, the innovation engineers are locked in an office, until they complete the project, they will be out of distraction from the external world. There they will propose new ideas, discuss design and analyse the competation’s design. This will only result in better design and innovative products.
Every step of the way, team members drew what Samsung calls "value curves." These are graphs that rank various attributes such as picture quality and design on a scale of 1 to 5, from outright bad to excellent. The graphs compared the proposed model with those of rival products and Samsung's existing TVs. The VIP Center specialists also guided the team in discussions exploring ideas and concepts from entirely different industries, picking up hints about the importance of the emotional appeal in the offerings of furniture makers and Hollywood.
Great idea!!
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