What is idea management? – Definition and differentiation
Idea management (also known as: corporate suggestion scheme 2.0) is a structured system for capturing, evaluating, and implementing improvement suggestions and innovation ideas within an organization. It connects employees’ creativity with the company’s strategic direction.
Unlike the traditional corporate suggestion scheme (BVW), which often targets only small improvements, modern idea management also includes strategic innovation ideas—from process optimizations and new products to business model innovations. It is a key component of innovation management and forms the first phase of the innovation process.
Effective idea management answers three core questions: How do ideas enter the system? How are they evaluated fairly and transparently? And how are the best ideas implemented consistently?
The idea management process in 5 phases
Phase 1 – Idea generation: Ideas are actively stimulated and collected. Sources include employees at all levels, customer feedback, open innovation impulses, and targeted innovation workshops. Methods such as design thinking and jobs-to-be-done analyses provide structured insights.
Phase 2 – Capture & structuring: Ideas are documented in a central system, categorized, and enriched with relevant information (target group, expected benefits, required resources).
Phase 3 – Evaluation & prioritization: A defined evaluation framework filters out the most promising ideas. Criteria include strategic fit, customer value, feasibility, and expected ROI.
Phase 4 – Further development: Top ideas are developed into robust concepts—e.g., using a Business Model Canvas or Lean Canvas. Initial prototypes or MVPs are created.
Phase 5 – Implementation & feedback: Validated concepts are transferred into the regular innovation process. Idea submitters receive feedback—regardless of whether their idea is implemented.
Methods for idea generation
The quality of idea management depends largely on the diversity and quality of the input methods:
- Classic brainstorming: Free idea generation in groups—effective with clear rules (no criticism, quantity over quality)
- Design thinking: User-centered problem solving in structured phases—ideal for complex challenges
- Challenge-based calls: Targeted calls on specific topics—e.g., “How can we digitize our customer journey?”
- Trend scouting: Systematic monitoring of technological and societal trends as a source of ideas
- SWOT analyses: Deriving innovation ideas from identified strengths and market opportunities
- Reverse brainstorming: Questions such as “How could we destroy our business model?” provide surprisingly valuable insights
- Customer ideas: Systematically capturing feature requests, complaints, and improvement suggestions from the customer journey
Idea evaluation: Objective and transparent
A fair evaluation system is crucial for the acceptance of idea management. Proven approaches:
| Criterion | Questions | Weighting |
|---|---|---|
| Strategic fit | Does the idea align with the innovation strategy? | High |
| Customer value | Does the idea solve a real customer problem? | High |
| Market potential | How large is the addressable market? | Medium |
| Feasibility | Do we have the resources and capabilities? | Medium |
| Differentiation | Does the idea strengthen our USP? | Medium |
Peer voting has also proven effective as a complement: employees evaluate their colleagues’ ideas. This creates transparency and increases participation.
Digital tools for idea management
Modern idea management software makes the process efficient and scalable:
- Dedicated platforms: Tools such as HYPE Innovation, Ideascale, or Braineet provide the full idea management workflow—from submission and evaluation to implementation tracking
- Collaboration tools: Microsoft Teams, Slack, or Miro can serve as lightweight idea management channels
- Project management: Trello, Asana, or Jira are suitable for moving validated ideas into implementation
- AI-supported analysis: AI tools can help cluster similar ideas, identify trends, and make evaluation more objective
For SMEs, a pragmatic approach is recommended: start with existing tools (e.g., a shared board in Teams or Trello) and invest in specialized software only when the volume justifies it.
Idea management and innovation culture
Even the best system is useless without the right innovation culture. Key cultural elements for successful idea management:
- Psychological safety: Employees must know that no idea is “stupid” and that there will be no negative consequences
- Fast feedback: Nothing kills participation faster than the “black hole”—idea submitters need timely feedback
- Visible implementation: When employees see that their ideas are actually implemented, participation increases exponentially
- Recognition: Appreciation for submitted ideas—not only for implemented ones. Even ideas that are not pursued contribute to the learning process
- Leaders as role models: When leaders submit ideas themselves and actively use the system, it signals the desired culture
Idea management for SMEs: Start simple
For Austrian SMEs, idea management does not have to be complex. A pragmatic start in three steps:
- Set up an idea channel: A digital board (Trello, Miro) or a physical whiteboard in the office as a low-threshold submission channel
- Monthly idea round: A 60-minute team meeting in which new ideas are presented, discussed, and evaluated
- Implementation commitment: At least one idea per quarter is implemented consistently—with a clear owner and deadline
As maturity grows, you can professionalize the process—for example through innovation coaching or participation in funding programs that also support the introduction of idea management systems.
Build idea management professionally
Good ideas exist in every company—the key is to use them systematically. We help you build an idea management system that fits your organization.
Frequently asked questions about idea management
What is the difference between idea management and the corporate suggestion scheme?
The corporate suggestion scheme (BVW) traditionally focuses on incremental improvements in operations—e.g., process optimizations at the workplace. Modern idea management goes much further: it also includes strategic innovation ideas, new business models, and market opportunities. In addition, idea management is more digitally supported, more collaborative (peer evaluation, community features), and more closely integrated with innovation management.
How do I motivate employees to submit ideas?
The most important motivators are: transparent and fast feedback on submitted ideas, visible implementation of the best ideas, recognition (not only financial—also public praise), low-threshold submission paths, and leaders setting the example. Monetary rewards can be a useful addition, but they are rarely the main driver. What matters is that employees feel heard and that they are making a real contribution.
How many ideas are needed for a successful innovation?
Studies show that, on average, around 100 ideas are needed to bring a successful innovation to market. Out of 100 ideas, typically 10–15 make it into the concept phase, 3–5 are tested as prototypes, and 1–2 reach market readiness. This underscores why a functioning idea management system must ensure a constant flow of ideas.
Which KPIs are suitable for idea management?
Proven KPIs include: number of submitted ideas (total and per employee), participation rate (share of employees who actively submit ideas), cycle time (time from submission to decision), implementation rate (share of implemented ideas), ROI of implemented ideas, and employee satisfaction with the idea process. Avoid optimizing for quantity alone—the quality of ideas and participants’ satisfaction are at least as important.